Pensato Capital

In challenging times, the name and visual brand of any new business is critical to its success. Living Designs created the name and crafted an elegant and investor-facing visual brand to launch this start-up hedge fund founded by a highly experienced team.

Challenge
Our client approached us with quite literally a 'blank canvas' in terms of a name and brand, but with a breadth of knowledge and expertise in the financial markets. They required an identity that reflected their key themes of structure, focus and a robust fund selection process - a model that had brought a great deal of success to the founders' previous businesses.

Solution
With a strong brief at the heart of the project, created through an in-depth consultative process, we presented a short-list of names that reflected the core values. The name 'Pensato', selected by our client, is derived from the Latin 'distribution' and means 'thought' in Italian. Supporting this, a visual identity was then crafted including a logo, which used an icon based on a Venn diagram to portray selection, reviewing situations and predicting outcomes.

Result
The new brand has successfully been applied to various collateral including stationery, an investor presentation, fund performance factsheet and an investor-facing website. These elements assisted the team with the launch of the Pensato Europa fund in summer 2008.