Designing the Seedlet Theme

A behind-the-scenes look into the design of an Automattic theme.

The Automattic theme team recently launched a new theme called Seedlet.

Seedlet was designed to be a solid, type-driven foundation for building websites on. It is opinionated about design quality, but its design choices are subtle enough that the theme can suit a wide array of use cases. Seedlet’s built-in colors and layouts are meant to subtly hint at nature, drawing inspiration from the Smithsonian’s beautiful collection of botanical images.

The video below is a dive into the thinking that informed Seedlet’s design, along with a short introduction to some of Automattic’s theme design goals.

The Seedlet theme is available for sites on, as well as self-hosted WordPress sites. Give it a try, and be on the lookout for more themes coming in the near future!

Like what you see? Then maybe you’d love working here. We’re looking for great designers to help us meet bold growth and quality goals. We’re a small, fully distributed company with a huge footprint, helping people express themselves and earn a living—and our mission is more vital than ever. Join our team of diverse, global perspectives building a better web, and connect your career to the power of Open Source.

By Kjell Reigstad

Designer in Boston. I spend my days proudly working at Automattic.