Tide Joins WordPress

A rising tide lifts all boats.

Our company’s mission to work for an open web that is secure, performant, reliable, and accessible has been the driving force behind Tide, a tool that aims to lift code quality across the WordPress ecosystem.

During the 12 month journey Tide has been on, we’ve discovered that the vision behind it also aligns with the goals of WordPress. We saw the value and importance of Tide being part of WordPress itself where it can have a bigger impact and a greater chance of achieving its vision.

During the State of the Word presentation this past weekend Matt Mullenweg announced WordPress’ adoption of the Tide project.

This was a milestone moment for XWP and Tide, and a giant step closer to accomplishing what we set out to do; building a stronger open web.

Tide now belongs to the WordPress community and we are so grateful it will have the community to support it.

How you can contribute to Tide

A priority near-term for XWP is completing the transition to WordPress.org and ensuring that the project continues to build momentum with Derek Herman and Jeff Paul as leading contributors from our team. They welcome and encourage all community participation.

The project site for Tide is make.wordpress.org/tide. Visit and subscribe to the site to remain updated with progress and details on where to contribute. To get involved directly in conversations around Tide, join the #tide channel on the Make WordPress slack.

We would like to thank those who tried out Tide at WordCamp US. The public API will be back online no later than December 20th, paving the way for the integration with WordPress.org.

Thanks to Automattic, Google, and WP Engine who supported us throughout the journey. We are excited to see what the future holds for Tide in WordPress!

Tine Haugen,
Managing Director

A New Look For XWP


This is an exciting week for XWP. We finalise the implementation of our new Visual Identity, the visual piece of a larger project around defining our mission, purpose, and values.

XWP’s story has evolved over the course of a decade and has largely gone untold, until today.

XWP was formed in 2014 as an offshoot of X-Team, where many of us began working together. The inspiration for XWP was the influence we saw WordPress having on open-source technology, its ability to make information more accessible, and the power it had to connect people. With 8 years of experience working on WordPress projects we knew we were in a unique position to be able to contribute to the movement in a significant way. With this vision, XWP has brought people, cultures, and ideas together from all corners of the world, and has committed to help people and businesses imagine using WordPress in ways far beyond building a simple website.

Today, we power client projects for some of the most beloved brands and highly trafficked websites throughout North America and Australia with our remote team of 40+ contributors spread across 14 different countries. Our work solves big business problems with a focus on advancing the visual editing experience in WordPress, creating dynamic editorial workflows, and finding innovative ways of improving performance for websites where every millisecond matters. With each new project we create positive and memorable experiences through our commitment to people, innovation, and service.

The three principles on which our company was built guide us in our work: Empower people. Help them discover their strengths. Find ways to be of service to them. We have further expanded these to include our team’s shared core values and our purpose as a company. It is centered around relationships, service, leadership, teamwork, and continually learning and growing. This is what makes us and our culture unique, and it is the fuel behind the service and products XWP brings to market.

In 2016 we recognized that our look and branding needed to better represent our core values, our contribution to open-source technology, and our remote-work culture. This became the backbone of our branding journey and informed the production of our new visual identity.

With the help of our friends at Focus Lab, we have evolved our visual identity, and I am excited to share our new look with you. The work includes a complete refresh of our logo with supporting colors, typography and patterns, impacting everything from our website, social media presence through to the stationary and document templates we use.

A highlight from this collective effort is the custom typeface designed for us which seamlessly ties in with our logo. It is a great tool for expressing XWP in print and on screen, and eliminates heavy reliance on graphics and artwork.

Another highlight is the engineering work behind our new website. The website has become a playground for our developers, creating opportunity to explore new tools and technologies. The team has worked with Vue.js and the WordPress REST API to develop the site as a single page application.

The result of our rebrand lays a strong foundation for our visual communications going forward and we are excited for the future ahead. It is a privilege to serve you, our clients, partners and the WordPress community, and we are grateful to have incredible opportunities for growth, as we learn from our experiences together.

Thank you for being part of the journey with us, and you can count on us to continue to be there for you!

Tine Haugen,
Managing Director