Diseño Porteño was founded by S. Morgan Friedman. Morgan's web sites have been featured in the Wall Street Journal, Washington Post, New York Post, on CNN, as on of Time Magazine's top 50 Web Sites of the Year and USA Today's Top Ten Web Sites of the Year, and he was profiled in the Boston Globe, interviewed on NPR and quoted in the New York Times. He led the first online initiatives at the University of Pennsylvania and early online initiatives at the University of California, Berkeley. Morgan was a founder of Tripsmith, where he led the conceptual and technical development of state of the art digital publishing tools and advanced collaborative-filtering based personalization software, in addition to raising financing. He has advised start-ups in Argentina and Chile, and was the Senior Analyst following the Knowledge Management space for Basex. A graduate of the University of Pennsylvania, Morgan spends half his time working with Diseño Porteño's clients and finding new clients in New York, and half of his time managing the designers and programmers in Buenos Aires.