The president of Cat Financial was an extremely humble man and his motto was always to learn and grow. It didn't matter to him that his division of Caterpillar was incredibly successful. He knew he could always be doing something better. We wanted to tell the story of their success in 2004, but not to sound boastful.
The concept we settled on was "Always Learning." Going from A through Z, it was a play off of a children's alphabet story book. Each letter started us off with a story to tell their success. We got away from the typical annual report format of telling 5 big stories. Instead we told 26 big and small stories of what Cat Financial was able to achieve that year.