BDEW: A Communication Offensive for Distribution System Operators – Infographics, Explainer Video, and Workshops
The Invisible Backbone of the Energy Transition
Distribution system operators are the backbone of Germany's power supply. Yet almost no one knows who they are. BDEW commissioned Ellery Studio to run a comprehensive communication offensive: a modular infographic system, an explainer video, and strategic workshops for 800 network operators navigating change.
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When critical infrastructure stays invisible: Germany has one of the most stable power grids in the world. That’s exactly the problem. Distribution system operators remain invisible, even though they operate 80 percent of the grid infrastructure. The energy transition is fundamentally changing their role: distributors are becoming coordinators of decentralized generation. Wind farms, solar installations, battery storage, data centers – everything has to connect to the grid, everything has to be managed, everything costs money. BDEW recognized that without communication work, neither policymakers nor the public would understand why local grids now need billions in investment.
The Challenge
How Do You Explain 800 Different Stakeholders Their Own Significance?
From one-person operations to large municipal utilities: how do you explain to local councils and mayors why local power grids suddenly need billions in investment? BDEW faced this two-fold challenge. Ellery developed communication tools that serve as internal orientation while also building external understanding – from the tree metaphor to the modular infographic system.
Deliverables
From Root to Crown: The Power System Re-Explained
Our key insight: you can't explain distribution grids without explaining the entire power system. We developed a tree metaphor that works intuitively. Roots are power plants, the trunk is the transmission grid, the branches are distribution grids. Building on this basic structure, we created a modular infographic system that can be extended indefinitely.
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Modular Infographic System
Seven thematic infographics based on a unified distribution-grid template. Shows the power system as a tree, explains the roles of DSOs, and dives deeper into topics like data centers, battery storage, and smart meters. Can be extended for future topics at any time.
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Explainer Video "The Journey of Electricity"
A 2.5-minute film that starts from electricity use in private households and explains the system along the tree metaphor. Charming illustration, a low barrier to entry, designed as the opener for a series. Usable for social media, town hall meetings, and advocacy work.
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Strategic Workshop Session
A full-day orientation workshop with all stakeholders of the DSO 2.0 group. Developed core messages, prioritized target audiences, identified communication needs. Created the substantive foundation for all further deliverables.
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Overview Graphic of the Five Core Demands
Not a classic infographic, but an illustrated summary of the most important DSO topics. Designed for presentations to local councils, in political conversations, or as a conversation starter.
Learnings
Thematic Deep Dives
The Tree Metaphor as a Structural Backbone
Complex systems need simple images. When it comes to the power grid, many metaphors fail because they're either too technical or too simplistic. Our tree metaphor works because it captures three levels at once: spatial logic, hierarchical structure, and organic growth. Roots sit deep, and so do power plants. The trunk transports centrally, like the transmission grid. Branches split off locally, like distribution grids. The metaphor makes it possible to explain both the old system and the change under way: decentralization means the branches no longer just receive – they also produce.
Modular Systems for Diverse Stakeholder Groups
Association work means bringing many interests together under one roof. 800 distribution system operators, from one-person operations to large municipal utilities, all need to be able to use the same material. Our modular infographic system solves this problem structurally: a unified template serves as the base, into which different topics are inserted. Data centers are shown only where they're relevant. Visual consistency stays constant while the content varies. That enables scaling: new topics can be integrated quickly without reinventing the system.
