iAmEvolving: one custom WordPress platform for a shop, a newsletter and courses
A personal growth brand needed to sell journals and digital products, run subscriptions, teach online courses and email its community. We designed the site and built one custom WordPress theme that does all of it, and in 2026 we replaced its WooCommerce store with a shop of its own.
- Client
- iAmEvolving, a personal growth brand
- Years
- Since 2024
- Our role
- Design, custom theme, e-commerce, newsletter engine, online courses, blocks, SEO tools, hosting and maintenance
The shop, the newsletter and the courses in one WordPress dashboard
- custom Gutenberg blocks, from product cards to the checkout form
- 40
- currencies, US and Canadian dollars, with payments through Stripe
- 2
- types of structured data in JSON-LD, from Product to Breadcrumb
- 6
- theme doing the work that usually takes WooCommerce, Mailchimp, LearnDash and several add-ons
- 1
- Physical journals with shipping, digital downloads and recurring subscriptions in one shop
- Digital products delivered through secure download links that expire
- Course lessons released on a schedule tied to each subscription
- A content hub organized into pillar topics, with search performance shown for each post
Five jobs that usually mean five plugins
iAmEvolving is a personal growth brand built around a guided journaling system, designed to help people with daily reflection and intentional living.
iAmEvolving needed one platform to sell physical journals and digital products, deliver online courses, manage subscriptions and build a community by email. We designed and built the site in 2024, with its store first running on WooCommerce.
Standard e-commerce and newsletter plugins could not meet the brief. Shopping had to feel personal. Emails had to go out in sequences triggered by purchases and signups. Digital products needed secure downloads that expire, and course lessons needed a release schedule. All of it had to be run from one WordPress dashboard, without separate email marketing or course software. In 2026 we replaced WooCommerce with a shop written into the theme, and moved the existing store data over with one-time migrations.
- Sells
- Journals, digital products and subscriptions
- Teaches
- Online courses with scheduled lessons
- Payments
- Stripe, in USD and CAD
- Managed from
- One WordPress dashboard
A custom theme built from scratch
The shop, the newsletter engine, course delivery and the editor blocks are all part of the theme, and so is the design. Each piece was written for this brand.
A shop of its own
Physical products with shipping, digital downloads and recurring subscriptions, with product variations, a gallery, reviews and bundle comparison. Payments run on the Stripe PaymentIntents and Subscriptions APIs, in US and Canadian dollars, with coupons and Canadian sales tax by province.
Orders that follow up by themselves
Abandoned carts get automated follow-up emails, and every order can produce a PDF invoice, generated by the site from the order data. Customers find their orders, downloads and subscriptions in their own account.
A newsletter engine inside WordPress
Subscriber management, a campaign editor and email templates, with automations triggered by purchases, signups and other actions. A queue sends the emails on a schedule, and a dashboard shows open rates, clicks and subscriber growth.
Courses on a release schedule
Lessons are released over time according to each subscription. Progress is tracked, and lesson details are managed from the editor.
40 blocks for the editor
Product blocks such as product cards, grids, galleries, variations, reviews, the buy button and the checkout form. Layout and content blocks, including an accordion and a HowTo block with its schema. Admin panels for orders, products, quotes, reviews and lessons.
Search data where the content lives
Search Console performance for each post appears in WordPress, with charts and sortable columns. A Content Map shows the pillar and subpillar structure of the content, with search data for each category.
Tell us what your platform needs to do
Five short steps, about four minutes. The plan and the quote come back in writing.
Tell us about your projectThe whole business runs from WordPress
With the custom shop in place, the store, the newsletter engine, course delivery, 40 blocks and the content hub are all managed from one WordPress dashboard.
- Products are added and updated in WordPress
- Guidance content is published into the pillar topics of the content hub
- Email campaigns and automated sequences run from the same dashboard
- Orders are fulfilled in WordPress, and Stripe handles the payments
- Instead of WooCommerce
- A shop built into the theme
- Newsletter
- Campaigns and automations built into WordPress
- Instead of a course plugin
- Lessons released on a schedule
- Instead of a page builder
- 40 custom blocks
Technical details
One custom WordPress theme, designed and written from scratch, with the shop, the newsletter, the courses and the blocks inside it.
Payments use the Stripe PaymentIntents and Subscriptions APIs with two currencies. Digital downloads are delivered through token-based links that expire. Emails go through a cron-based queue worker, and PDF invoices are generated with DomPDF. The Google Search Console integration syncs through an API authenticated with JWT and feeds an admin dashboard built in React. The front end runs on a custom CSS framework that replaced Bootstrap 5 in 2026. Pages describe themselves to search engines in JSON-LD: Product (with offers, reviews, shipping and return policy), Organization, WebPage, HowTo, FAQ and Breadcrumb.