“Our technology is going to complement the current forms of printed, back-lit communication,” says Jeroen ter Schiphorst, Chief Technology Officer and co-founder at Lusoco. The company is initially focusing on sustainable advertising signs. This is because these kinds of signs consume a significant amount of energy, about three hundred to six hundred kilowatt hours per piece annually. “Of course, we are using more and more renewable energy, but our demand for energy will also increase significantly in the years to come, for example due to the rise of electric cars,” Ter Schiphorst explains.