Case Study

AdsMoxie

A fully custom WordPress theme built from scratch with a bespoke Gutenberg block library, tailored for a digital marketing agency.

Website Still Managing

Designed and developed a production-ready WordPress theme for AdsMoxie, a digital marketing agency. The theme replaces page builders entirely with custom Gutenberg blocks, giving editors a structured, brand-consistent authoring experience. Built on a custom starter theme with ACF-powered global settings, a hand-rolled CSS grid system, and 11 purpose-built blocks covering every section of the site.

Technologies & Frameworks

  • WordPress
  • PHP
  • Gutenberg Blocks
  • Block API
  • JavaScript
  • SCSS
  • CSS Grid
  • ACF (Advanced Custom Fields)
  • Custom Theme Development
  • REST API
  • Template Hierarchy
  • Responsive Design
  • Web Performance

Core Implementations & Architecture

  • Built a custom WordPress theme from scratch based on Underscores, with full functions.php architecture, template hierarchy, and PHP class structure
  • Developed 11 custom Gutenberg blocks (Hero, Services, FAQ, CTA, Portfolio, Blogs Slider, Case Studies Slider, Features, Service Intro, Service Features, Homepage About) using the WordPress Block API with registerBlockType
  • Implemented InspectorControls, RichText, MediaUpload, and SelectControl in each block's edit.js for a native editor experience
  • Created dynamic render.php files per block to output server-side PHP with ACF field data
  • Integrated Advanced Custom Fields (ACF) Options Page for global site settings: logo variants, fonts, contact details, and Google Maps link
  • Built a custom responsive grid system in SCSS (12-column, CSS Grid-based) with utility classes mirroring Bootstrap conventions — without the Bootstrap dependency
  • Registered custom page templates (home.php, about.php, services.php, inner-services.php, blogs.php, contact.php, blank.php) for full editorial control
  • Added performance and developer utilities: SVG support class, query string removal, shortcode-based widgets, and admin bar suppression via settings toggle
  • Managed assets with wp_enqueue_scripts and compiled SCSS to CSS with a custom build pipeline

Results

  • Eliminated third-party page builder dependency, reducing page weight and improving load performance
  • Delivered a fully editable, brand-locked editor experience — content editors can update every section without touching code
  • Enabled reusable block patterns across multiple pages, cutting new page build time significantly
  • Centralized global branding (logos, fonts, contact info) via ACF Options Page, making site-wide updates a single-point change
  • Theme passed WordPress coding standards (PHPCS configured via phpcs.xml.dist)