Aroma AG combines creative agency, interior design, and live communication. The introduction of three hub structures and past changes have shaped the corporate culture and pose challenges for knowledge exchange, cross-departmental collaboration, and innovation. The author of this thesis, herself a team lead at Aroma, asks how strategic design can help management teams shape a future-oriented corporate culture that combines stability and flexibility. Through reflection and co-creation formats, values workshops, and applicable management tools, she develops practical methods that can be integrated into everyday work. The focus is on middle management as the link between strategy and implementation. They provide strategic impetus to upper management and low-threshold, practical tools for a modern, value-based leadership culture to the team below.