this brand birthed the talking babies.


Before the purple and green color palette, the talking babies, and the stock symbol, there was a small financial technology start-up with a big idea—online trading. We were hired to bring the idea to market.


Introduce people to online trading by positioning E*TRADE as a tool for long-term investing while emphasizing that it’s not a shortcut to amassing wealth.


For more than a decade, we stewarded the E*TRADE brand—from consumer marketing to corporate communications—as it grew from an $11 million start-up to a $600 million behemoth. We created the brand’s logo, first website, five annual reports, marketing campaigns, sales literature, retail graphics, a traveling product demo bus, and a worldwide affiliate standards guide. In 1999 and again in 2009, Communication Arts honored our agency by selecting the E*TRADE logo as one of the most significant examples of brand identity design of the past two decades. The logo was also featured in Communication Arts “50th Anniversary Issue” for creative excellence. Eventually, the brand would be in the hands of global agencies Goodby Silverstein & Partners, Grey New York, and Ogilvy & Mather—that’s humbling.


historical financial services client list

interested in more financial services work? see our portfolio.