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I am speaking at WordCamp Europe 2025

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Ash Shaw
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Join us at WordCamp Europe 2025 in Basel! Discover the transformative workflow that enhances WordPress block-theme projects using Figma design systems.

Bridging Design & Development at WordCamp Europe 2025 – see you in Basel!

I’m thrilled to share that I’ll be on stage at WordCamp Europe 2025 in Basel (5 – 7 June), speaking about the workflow that’s transformed how our team builds WordPress block-theme projects.

What the talk covers – in broad strokes

Whether you’re a designer trying to wrangle theme.json, a developer drowning in last-minute style tweaks, or an agency juggling multiple brands, you’ll leave with a repeatable blueprint for faster, cleaner projects.

  • From variables to theme.json: how naming Figma variables after WordPress presets slashes developer friction.
  • One design, many brands: using Figma Modes to theme 22 newspaper sites for Novus Media on an impossible deadline.
  • Live “Style-Book” hand-off: a new Figma page that mirrors the Site Editor’s Style Book so devs can copy values, paste, export, done.
  • Fluid type & spacing: tips for balancing Figma’s px units with WordPress’s rem-based fluid scales (and why we like Utopia’s calculator).
  • Free resource pack: checklists, prompt frameworks and a starter design-system file we’ll release right after the talk so you can try the workflow yourself.

Why this matters now

WordPress’s block era is maturing fast, but many teams still glue pages together with custom CSS or heavyweight page builders. Our recent Novus Media roll-out proved that a well-structured Figma design system + block theme can:

  • Cut feedback loops from weeks to days.
  • Keep accessibility, performance and brand consistency front-of-mind.
  • Let developers export a production-ready theme without deciphering dozens of Sketch or PDF files.

I’ll share the lessons, the stumbles, and the “aha!” moments so you can short-circuit the learning curve.

See you there (and online)

If you’re heading to Basel, swing by Track 2 on Friday and say hi afterwards in the WordCamp Café. Can’t make it? The session will be live-streamed and published on WordPress.tv later in the year.

Feel free to grab one of the “I’m speaking at WordCamp Europe 2025” badges for your socials—WordCamp has provided Instagram, X/Twitter, LinkedIn and Facebook versions. We’ll be using the square badge as the featured image for this post; alt-text suggestion: “WordCamp Europe Basel 2025 – I am a speaker”.

Stay tuned for the resource-pack drop, and let us know if you’d like a deeper dive into any specific part of the workflow. See you in Switzerland! 🇨🇭

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