The Swiss Medical Student’s Conference (SMSC) which takes place in Basel every year, needed of a visual make-over when it was only a view weeks before its launch. To fit the current year’s theme «sex gender identity», the solution was a to find a mix between a warm and welcoming but yet clean and professional look. As the theme was a delicate topic it needed special treaty: Lots of white space let the key visual and headline unfold itself over all the used media in a diplomatic way.