With a clear strategic alignment, a new communication strategy and pioneering highlight topics, drupa, the international flagship fair for printing technologies welcomes exhibitors from all over the world to present their innovations. . The design concept refers to the dramatic changes the industry has encountered during the past few years: the new key visual signifies beauty, aesthetic appeal, creativity and depth. The key visual has an exquisite appearance and tactile effect. The delicate butterfly wings symbolize departure, change – a transformation process that affects all industries, but particularly the traditional print industry, every company, everybody. Transformation moves companies to rethink their strategies, adapt to new processes and move into new business models – a change that also takes place in people’s minds. Different individuals have already moved into the focus of the new marketing campaign. On the one hand, it underlines the international alignment of the drupa trade fair, on the other, it shows that trade fairs stand for emotive power and experience and, last but not least, it shows that ”people are business”.