HGKx is the alumni network of HGK Basel. They open space for exchange, networking, and new relationships—among graduates, with current students, and with the public community.

For the redesign of the HGKx website, I developed a fresh and playful visual language around the slogan “Pop by to connect.” The existing brand colours of pink and rose were complemented by a vibrant orange accent, bringing more energy and warmth to the identity.

A central visual element is popcorn, used as a recognisable symbol and icon throughout the digital and printed communication. The idea was carried beyond the visual identity and into the physical experience: popcorn was also served as a snack at HGKx events and gatherings, turning the graphic symbol into a tangible part of the brand experience.

The visual system was extended across posters, flyers, and digital touchpoints, creating a cohesive identity with a mood that feels playful, joyful, and fresh.