F01.01 - WooThemes

posted by Veerle Pieters
04 November 2009

WooThemes approached me to design a WordPress theme to support International Breast Cancer Awareness Month. The theme would not only celebrate women, but also support their own awareness campaign during the month October. And so F01.01 has been born…


This isn't the first time that we worked together, I already designed a theme called Abstract for them. WooThemes is a one stop theme shop where you can get high quality WordPress themes and custom support.

The female logo that I created to go with the F01.01 theme

The briefing

There wasn't really a briefing for this project except that it needed to be a feminine look without going overboard like some girly stuff out there. People needed to recognize my personal signature in it.

The male logo that I created to go with the M01.01 theme

The design process

My starting point for this was to design the theme as it would serve as my own. I was thinking along the lines of a very feminine look (hence the ƒ in the name), with lovely contrasting colors (since that's my thing apparently) without going over board into flowery, pinkish, candy, ... which makes it more teenage girly like and less compelling for this project.

I started this theme by drawing the girl illustration and then create the design around it. When the idea for the theme hit me I already had the intention to use this illustration as a huge eye catcher within the page. Below you can see how the illustration evolved from outline to finish by rolling over the image.

The girl illustration created in Adobe Illustrator

Rollover the image to see the outline

The finished girl theme

After I got the girl illustration nailed I started to think about the color palette. Choosing the colors went pretty fast but soon after that I got stuck with the lay-out. I've tried to work with straight and minimal shapes that flowed together as collage with the girl illustration. That didn't work out well and I really got stuck. That's when I left the design alone for a while and started working on something else. Once I got back to it, I started in a new direction with the girl standing on the left side. This direction proved to be the right one and brought me to the finished result you can see in the image below.

f01.01 color swatches

Color swatches used in f01.01

Male theme

When I showed the female theme to the guys at WooThemes HQ, they liked it very much and asked me if it was possible to create a male theme as well. That's when I jumped back into Illustrator to create a male character. Next task was to create a new color palette that would suit the male character.

m01.01 color swatches

Color swatches used in m01.01

Discount Coupon

If you really like this WordPress theme, and would like to buy it, I have a discount for you. The guys over at WooThemes HQ created a 25% discount coupon "VPIETERS" for all purchases of F0101. The discount code expires on 10 November 2009. You can view some more of the design in our portfolio

What we did

Graphic Design and art direction


  1. 1 Michael Montgomery Wed Nov 4, 2009 at 03.32 pm

    I like the color profile: It represents Veerle’s own site ( and I’ve always liked visiting it.

  2. 2 Bronson Wed Nov 4, 2009 at 04.30 pm

    It’s looking very good, fresh, funky and fantastic!
    Veerle’s work is always great to see.

  3. 3 Selena Wed Nov 4, 2009 at 04.33 pm

    Love it! I am so happy that the guys at WooThemes worked with Veerle again. Her style is very clean, beautiful and refreshing.

  4. 4 Matt Everson Wed Nov 4, 2009 at 04.35 pm

    It’s beautiful. Checking to see if my wife wants it for her new WP blog… feels like highway robbery to get your talent so cheap!

  5. 5 Liam Wed Nov 4, 2009 at 04.41 pm

    Love the new WooThemes template design you have done.  Looks great, i like the color blends and the whole design. Great work.

  6. 6 Kathy Burke Wed Nov 4, 2009 at 04.57 pm

    Very nice work Veerle! I love the idea with the rollover image to show how the outline looks in Adobe Illustrator. Looks so complex to me :)

  7. 7 Brian Mesbo Wed Nov 4, 2009 at 05.10 pm

    Very stylish! It is refreshing to read that a designer of your caliber also gets stuck from time to time. Makes us feel human :)