We asked design expert Jan Kruse about the challenges on globalised competition and to explain how medium-sized companies can combine their traditional values with a modernisation of their own appearance. “We create cross-medial visualisations in all design facets. Through our agency network we are able to advise our clients in an interdisciplinary way,” notes Jan Kruse, creative director and manager of LIGALUX. When asked about the current challenges for medium-sized businesses, he answers: “Especially medium-sized companies need to effectively stand out in times of globalisation. Product innovations are a great way to foster this but as a branding agency, we notice an increasingly high gap between innovative strength and the modernity of many companies and their appearance. The topics of brand and corporate design still don’t have the significance in Germany that they have internationally.”