Studio product

An autonomous content engine, built in-house.

Structura is the studio's own product. A WordPress plugin that writes, formats, and publishes Gutenberg-native blog posts automatically — paired with a marketing site, an app portal, and a docs site, all designed and engineered by the team.

Structura — marketing-site homepage with the dashboard mockup

Studio product

Role

Founders, design, engineering

Services

Brand · Product UI · Web · AI features · SEO

Duration

Ongoing since 2024

View the site

Background

AI writing tools were everywhere; nothing fit a real WordPress publisher.

By 2024, every other launch was an AI writing tool. Standalone editors, browser extensions, no-code builders — most of them solved a fragment of the problem and dumped the rest on the writer. Anyone running a WordPress site had to copy a draft out of a chat box, wrestle the formatting back into Gutenberg, find an image, write the schema, push to social, and hope SEO didn't punish the result.

We started Structura because we were doing all of that ourselves on client projects and it was obvious nobody had stitched the pieces together for a publisher who actually had to ship — agencies running ten sites, marketing teams running one, indie operators running their own. Structura is the system we wished existed: an AI plugin that knows the publishing platform it's living inside.

Challenge

An AI plugin that knows about taxonomies, schema, channels, and the rhythm of a content team.

Existing WordPress AI plugins were thin wrappers around a chat box. Pick a model, type a prompt, paste the result. They had no concept of what kind of site they were running on. They didn't understand brand voice across multiple campaigns. They couldn't generate images consistent with the rest of the post. They didn't know about hreflang, sitemaps, or the difference between a category and a tag.

We wanted something that knew the WordPress data model and respected it — taxonomies, schema markup, image generation, channels (LinkedIn, IndexNow, webhooks), the editorial rhythm, multi-language content, and the agency reality of running it across many sites with one team. Not a chat box; a content engine.

Approach

Build the engine first.
Multi-provider AI orchestration (Anthropic / OpenAI / Gemini), Gutenberg-native output, a campaign model that knows about brand voice — before the marketing site existed. Engineering led the product.
Design like the user runs ten sites.
Agencies are the audience. Licence keys, multi-tenancy, channel management, and per-site overrides handled with the same care as the editor experience. The wp-admin SPA reads as a real product, not a configuration tab.
Marketing as a real product surface.
Headless WP backend, Next.js front-end, sharded sitemaps, JSON-LD on every page, llms.txt for AI crawlers, comparison routes against every adjacent tool. The marketing site ships to the same standard as the product.
Ship continuously, in the open.
Release-please drives semantic versioning. Conventional commits. A public changelog at /changelog. Customers see velocity directly; we see exactly what's been promised and when. Trust compounds.

Highlights

Four languages shipped on day one
EN, DE, ES, FR across the plugin, the cloud, the app portal, and the marketing site — not retrofitted, designed in.
1,200+ tests in CI
Vitest for the cloud + JS surfaces, PHPUnit for the plugin, Firestore-rules tests for data isolation. New behaviour ships with new tests.
Three pricing tiers live, with Stripe Tax
Free / Pro (BYOK) / Cloud — each with the right margin profile, and EU VAT handled automatically through Stripe Tax.

Screens