“Penny” is a business magazine created for people who do not read about business. To achieve a balance between the seriousness of the subjects and the amenability with which they are treated, it uses a range of resources. Its tone is direct, even irreverent, without sweetening things. It is in large format, a 7-column screen that offers dynamism and uses 2 opposing but complementary typefaces. The art direction is based on natural photography, avoiding poses and without alterations in 90% of the magazine, with the exception of the portraits and infography section and the illustrations.