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