Since 2023, "AI Breakfasts" had brought Poznań tech people together over two-hour mornings with no panels and no pitches. After 22 editions the conversations had moved well past AI, into product, security, teams and mental health, and the name no longer fit. It had to become a community brand and a platform other organisers could use, without losing the people who made it work.

We started with the people: community members, speakers and organisers of other tech communities. Then we mapped the community and event platforms local tech groups already use, to see where a new one could fit. The name had to invite people in rather than keep them out, so "AI Breakfasts" became Morning Match Community for the mornings and MorningMatch for the platform. One brand for two audiences, held together by one line: "This is where Poznań tech meets."

A pixel-brutalist system in graphite and light grey, with one coral accent per layout. The pixel logo leads, and its blocks come back as bullets, dividers and corner details. Space Grotesk 700 sets the headlines, DM Sans the text and JetBrains Mono the dates, numbers and URLs. The same system carries the LinkedIn event graphics, social posts and Open Graph cards, and the decks for community editions and the platform launch.

A Polish and English site that covers the community, its events and the platform, with a home page, an events page and an about page. It is built on the same colour and type tokens as the brand, works on a phone as well as on a desktop, and has SEO foundations in place.

The community kept its audience through the rename and gained a brand that can also carry a platform for other organisers.