Inspiration for the design of the website was drawn from the book ‘Confusion de Confusiones’, written by Joseph "Penso" de La Vega, whom the name of the company derived from. It is the first known book that describes sophisticated financial derivatives and one of the FT’s 'ten best books on financial markets'. The imagery showcases scenes of historical financial market activity, each overlayed with the Penso logo.
Penso was very pleased with the design and usability of the website and the concept was utilised in subsequent marketing materials. The site launch was supported by a communications campaign focusing on systematic risk. After six months, traffic to the website increased by 600%.