LORTH GESSLER MITTELSTAEDT (LGM) was founded in the mid nineties, initially as the project of three students during their degree course. They then officially launched the agency in 1998. Although it began as a film production centre, within a few years the agency had evolved into one that focused on corporate design, multimedia and film production. Today, the agency employs ten people. Influenced at the outset by the search for the ideal interplay between reduction and conciseness, LGM’s stance gradually crystallised into one that is primarily based on two factors: target group and goal. The medium is not the message. The path is not the goal. Any extraneous information weakens the key communication.