We were hired to create an annual report that would do much more than just tell E*TRADE’s story—the report had to position the company in a much bigger context and show how it was truly empowering a revolution in financial services. We created a two-part editorial document. The first segment set up the pivotal moments in history that defined acts of individual expressions of freedom. The second segment showed how E*TRADE breaks through the barriers of time, access and geography by giving individuals the tools they need to take control of their own financial destiny.