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Fernando Pérez, Marta Przeciszewska
Illustrations that scale: building a cohesive style for Woo
At Woo, we’ve been rethinking how illustrations can support both our product and our brand. The result is a new system designed to feel cohesive, flexible, and fast to work with. We’ve built a framework that balances functional clarity with expressive storytelling, giving us a style that adapts seamlessly across contexts.
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Toto Castiglione
Creators in Focus: capturing self-expression at OFFF 2025
At OFFF 2025, we turned our booth into a working photo studio, capturing 350+ portraits, hundreds of conversations, and a shared celebration of creative identity.
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The evolution of Woo: how the Woo design team reimagined a brand for 3 million merchants
The WooCommerce design team—now simply “Woo”—undertook a comprehensive visual identity overhaul, preserving the playful spirit that endeared them to millions of merchants worldwide and reflecting a more direct connection to e-commerce.
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Designing State of the Word Tokyo: heritage meets innovation
On December 16th, 2024, State of the Word 2024 took place at Tokyo Node in the heart of Japan’s capital city. Its striking architecture, with sleek lines and sophisticated spaces, created the perfect backdrop for an event that balanced tradition with innovation. Oh, and that was our vision for the art direction around the event.…
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Crafting State of the Word 2023, Madrid edition
Dive deep into the visual direction for State of the Word 2023, hosted for the first time in Madrid, Spain.
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Twentieth year of WordPress, Designed
Read about how the Automattic Design team celebrated the WordPress 20th anniversary.
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Fernando Pérez
Redesigning WooCommerce’s social media presence
In May 2021, the WooCommerce design team started a project to redesign our visual language for all social media channels. Our aim was to improve our presence and communicate the brand as more fun and attractive to our followers.
A fully distributed team making the web a better place.
A fully distributed team making the web a better place.
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