How to transform the most influential federation of German industry into an innovative media brand? The BDI communicates for people. Direct to the citizen and via political decision makers or journalists. Based on the new communication strategy – from an industry representative to the expounder of industry – the design system aims for resolving the apparent contradictions of industry and human life. Rational info graphics and the emotional visual language create a highly synergetic effect on the website. BDI's complex content is now structured by a conceptual grid and natural design element. Another key feature is the high performance search (Solr/Tomcat) makes research in articles, publications and topics most effective. In terms of research on specific issues and topics, BDI platform evolved to become a major tool for internal and external stakeholder. This project was developed for and with CDLX/Codeluxe Berlin.