Verònica Fuerte is the Founder and Creative Directress of Hey, a Barcelona-based creative studio known for its vibrant and bold design style. One of their passion projects, the Women at Work podcast, recently wrapped its fourth season, with Automattic sponsoring the latest episodes and helping to build the podcast’s website on WordPress. We recently talked with Verònica, and she shared her perspective on our recent collaboration.
Why did you decide to move the Women at Work podcast website to WordPress?
Verònica: We built on another platform, and also we tested and tried it, but it had so many errors because it’s quite new. And because I know WordPress and have used it for a long time, it was super easy. It wasn’t easy to administrate the back office on the other platform, and the design changes were limited. So, in the end, I trusted WordPress more because it’s open source and flexible to changes.
Open source allows us to innovate and adapt without being tied to a specific tool or platform that might become obsolete. This freedom ensures we can continuously evolve the site, make it more accessible, and customize it to fit our creative vision without limitations.
Can you tell us more about your experience working with our team?
Verònica: As designers, but not digital or UX experts, we relied on the team’s deep knowledge of WordPress. We know the principles, but we’re not super fluent in implementing them. So, it wasn’t just about Automattic translating our design to a website. They not only helped us translate our visual design into a functional website but also provided valuable guidance throughout the process. Their expertise ensured the site was optimized for both design and user experience.
For example, some changes in the design we thought were okay, but with usability, it wasn’t working. The colors needed changes for legibility, and also the size of typefaces. It improved our design—that’s something I always look for when I work with developers.
Can you talk about some of the design decisions you made for the Women at Work site?
Verònica: At Hey, colors and bold concepts are our core language. For the Women at Work website, we used an energetic and vibrant color palette to represent empowerment and inclusivity, and every year we change it a little bit. The boldness of the design mirrors the strength and confidence of the women we aim to highlight. We also selected an established font to add a sense of professionalism and reliability, balancing creativity with clarity. This combination ensures that the design feels both dynamic and approachable, inviting users to engage deeply with the content.
The main design of the last season was a concept around a spotlight that moves. It’s about giving a voice to women, being bold, clear, and inclusive.
We love how each episode has its own palette. Is there a science to that, or do you choose more intuitively?
Verònica: We have a lot of discussions about color. Colors are infinite, so we try to connect with the person we’re interviewing. Sometimes we match their style, like if they use a lot of primary colors. But that’s not always possible, so we look at the big picture of the podcast and keep a balance between the colors we used before and the ones coming up. There’s no formula, but we try to keep it fluid. Maybe one episode is bright, and the next is more muted. It’s about contrast.
Were there any challenges in designing the website?
Verònica: I think the experience was smooth overall. The biggest challenge was the color palette because it was super bright, and we needed to make sure it was accessible. The colors had to work for a website experience, not just for a podcast. We had to make sure the palette was legible.
Additionally, we wanted the entire site to be on a single page, which required us to carefully compress all seasons, values, and events into a cohesive experience. Balancing the bold visual identity with a clear, user-friendly structure was key to translating the podcast’s essence into a digital space.
What’s next for the Women at Work podcast?
Verònica: I would love to have more voices from different people around the world. We had a live panel in New York, and I think moments like that are important because they’re memorable. Maybe two events a year, or panel discussions around themes that resonate with women. I want to keep expanding, and events are a big part of that.
Our dream step is to create physical spaces where women can connect in person, fostering deeper collaboration and growth. This would offer a tangible environment for female leadership, creativity, and empowerment to thrive, complementing the digital platform and creating even more opportunities for collective learning and support.
What advice do you have for other studios about using open-source platforms like WordPress?
Verònica: People ask why we invest in open-source when there’s no direct return, but I say it’s about giving something to the community. You will receive something positive in return, even if it’s not immediate. It’s not about a business plan; it’s about creating something for everyone. I know it sounds a bit idealistic, but if more people contribute to the community, we’ll live in a better world. That’s what I believe.
Check out the Women at Work podcast here and learn more about Hey’s latest projects here.
Verònica Fuerte, Founder and Creative Directress of Hey, is a Barcelona-based graphic designer who founded her studio in 2007. Known for bold, vibrant visuals, Verònica has led Hey to international acclaim, working with major brands and producing a wide range of creative projects. Hey’s focus on clear, striking visuals and its dedication to design excellence have made the studio a key player in today’s design landscape.
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