Straightcurve

Straightcurve serves two very different audiences from one site: DIY home gardeners who need education and inspiration, and landscape professionals who need trade pricing, Pro accounts, and fast ordering. The theme had to carry both journeys — product showcases, image and video galleries, testimonials, lead-capture popups for price lists and trade registration — while integrating cleanly with WooCommerce and working across the brand’s regional storefronts (Australia, US, UK, Netherlands, Norway).

All of it had to match the approved Figma designs precisely, on a two-week timeline.

I developed a custom WordPress theme from scratch to the Figma designs — no page builders, just purpose-built templates for the product showcase, dual-audience landing paths, galleries, and blog. The theme integrates WooCommerce for online ordering with cart and account flows, supports the trade/Pro account experience with its registration and price-list request forms, and works across the multi-region setup with a country switcher connecting the five storefronts.

From approved designs to delivered theme took two weeks.