With London Fashion Week looming, Topshop wanted to update their WordPress blog for a cleaner, quicker and more on-trend design. Working with in-house designers Phil created a theme from scratch that used less plug-ins and therefore made less requests.
Topshop originally requested to use a generic theme that would be tweaked to their needs but it quickly became apparent, as with most themes, that the them they chose was woeful for performance and usability and the design changes they’d requested – although seeming simple on the surface were enough to create the same workload as creating a theme from scratch. So Phil created a bespoke theme instead and made sure performance was at the forefront.