This Brand Birthed the Talking Babies


Before the purple and green palette, talking babies, and iconic logo, there was a fintech startup with a vision. Our agency was responsible for bringing the idea to market.


Introduce the world to a new way to invest. Demonstrate that anyone can take full control of their financial future. That they can buy exactly the stocks they want, anytime they want. Avoid high brokerage fees. Customize their portfolio. And manage the process through easy-to-use online tools.


For more than a decade, we stewarded the E*TRADE brand—from consumer marketing touchpoints to corporate communications—as the company grew from an $11 million startup to almost $1 billion in revenue. We created the original advertising campaign, five annual reports, the brand identity (logo), a traveling, experiential bus, graphic identity guidelines, a messaging system, retail graphics, sales literature, signage, the first website, and a worldwide affiliate startup guide.