Penson is a recognized national B2B financial services provider offering clearing (trading execution) to banks and independents in the financial industry. Penson called upon Dynamo to design a new strategic offensive to increase market share and expand clientele. Upon reviewing the competitive landscape and narrow demographic, we decided a strong media push (print campaign) in conjunction with a call to action driving viewers to a complimentary microsite would serve them best.

Our strategy was also dependent on the employment of a non-traditional asset in this traditionally straightforward business market – that of sophisticated and colourful abstract art.

Here's some samples of the tabloid format print ads that ran in industry publication Investment Executive.

And here's the supporting microsite we built.

Very dynamic and graphic art is used to represent the idea of the complex challenges that financial institutions face when selecting a clearing partner. This was clearly a marked change of pace for this industry and helped our campaign gain immediate visibility.

The development of the core messaging “Penson. Clearly.” was combined in stark bright white contrast over this complex and visually chaotic stage. The contrast instantly communicates the sharp distinction and clarity between the 2 polarities – Penson’s approach of simplicity, professionalism and attention to detail.

We further enhanced the campaign by custom-coding and designing a flash “artwork generator”. The artwork tool that Dynamo created in collaboration with Darren Ortiz for use in the site generates background art dynamically – each time the user loads the site, or simply changes sections, the artwork is regenerated from scratch – ensuring a unique piece of art and unique visual experience every time. Furthermore, while online, the artwork reacts interactively to all mouse movement, creating a truly engaging visual experience and enhancing the idea of overlying clarity. 

Visit the live project here. (It's way better animated!)

Bob - Bob is Dynamo's Creative Director, a mutlidisciplinary director / designer responsible for ensuring that our work hits strategic targets, demonstrates creative innovation and compels our client's audiences to take action. He firmly believes good design can enrich experiences, enhance communication and ultimately change the world.