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Meet the new Fueled brand; 10up becomes the brand of our WordPress practice

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Fueled

When Fueled and 10up joined in 2023, we aligned two leading agencies, each renowned for innovation, craftsmanship, and excellence. This week, we take a big step forward in our journey: the unveiling of our refreshed and unified company brand as Fueled.

The name may be familiar, but our revitalized identity encapsulates our collective achievements and boldly speaks to a time of transformation. It tells a more complete story about who we are together, what we’re building, and how we’re evolving in a fast-changing digital world.

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Bringing AI to the Publisher Behind Rolling Stone and Variety

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When Penske Media Corporation (PMC), the publisher behind iconic brands like Rolling Stone, Variety, and Billboard, wanted to incorporate generative AI into their stack in 2023, they came to us seeking a close knit collaboration that would use our existing open source AI toolkit for WordPress, ClassifAI, as the starting point. Working hand-in-hand, we iteratively and rapidly tested, integrated, and deployed AI features with a focus on improving editorial workflow productivity, improving visitor engagement, and driving SEO.

ClassifAI and its existing architecture gave us a huge head start. A project that started with Machine Learning applications in 2018, it already had AI-powered capabilities like smart content tagging, SEO-optimized title recommendations, image generation and automatic image descriptions. ClassifAI’s service-agnostic architecture gave PMC the ability to immediately integrate their existing and trusted cloud services provider, Microsoft, using Azure’s OpenAI service.
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Microsoft Research and Harvard School of Public Health Recognized in the 2025 Webby Awards

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It’s web awards season, and once again, we’re thrilled to share 10up projects and clients recognized in the 29th Annual Webby Awards: Microsoft Research and Harvard’s T.H. Chan School of Public Health. The Webby Awards honor excellence on the Internet, celebrating the most innovative and impactful websites, apps, and digital experiences.

Microsoft Research is an Honoree in the Websites and Mobile Sites – Business Blog/Website category. We’ve worked with Microsoft Research for a decade, most recently redesigning and building this Webby-recognized site and co-creating generative AI-powered experiences. Our most recent AI experience built in partnership with Microsoft’s team, enables researchers to rapidly identify papers and projects of interest and helps build meaningful relationships across research teams. We also provide enterprise-grade infrastructure support and optimization on Azure for these sites.

Harvard’s T.H. Chan School of Public Health has also been nominated for a Webby Award for Websites and Mobile Sites – School/University. We partnered with longtime collaborator Wide Eye, who expertly harnessed their creative agency’s focus on public sector and political work to lead design and content strategy, while our team spearheaded engineering and delivery, including in-browser refinement.

Shortly after this post was published, Harvard’s T.H. Chan School of Public Health won the People’s Voice Award for Websites and Mobile Sites – School/University. Congratulations to the entire Harvard T.H. Chan School of Public Health website team.
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TechCrunch Relaunches in Partnership with 10up

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Last week, TechCrunch launched a ground-up rebuild — a sleeker, easier-to-navigate, and more performant experience for the renowned tech newsroom.

The relaunch journey began behind-the-scenes earlier this year, when we upgraded their WordPress-powered backend to the block-based “Gutenberg” editor. In the months since, we worked alongside TechCrunch and its design partners to finish reimagining and building TechCrunch’s new reader experience.

Having personally been a part of multiple redesigns and upgrades with TechCrunch over more than a decade, it was a pleasure to see our team launch one of their biggest upgrades to this day. I’m grateful for the shout out and recognition of our work – and the wider set of teams we collaborated with – as part of the announcement story.

If you’re interested in learning how 10up can help your organization reach its digital goals, get in touch.

Celebrating a Season of Building Together

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After another year of building a better web – alongside friends and partners old and new – we’ll be disconnecting for the holidays so that we can enter 2024 refreshed and renewed.

10up will be closed for the holidays beginning on Monday, December 25, and reopening on Tuesday, January 2.

With gratitude to the clients, friends, partners, and colleagues who made another successful year possible, we wish you a festive and relaxing season.

Jake Goldman

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On Tuesday, September 19, I’ll be attending the California Government Innovation Summit in Sacramento. alongside Director of Account Strategy, Brian Bourn, and Director of Client Strategy, Shannon Swenson. 10up is proud to sponsor a Summit focusing on driving digital innovation for all sectors of California’s government.

We’ll be frequenting WordPress VIP’s booth, as we jointly share how we each leverage open source and WordPress to propel digital transformation and innovation in California government. If you’re interested in learning more about 10up and WordPress VIP’s partnership in government innovation, check out our brochure.

Fueling Up: 10up joins forces with Fueled Digital Media

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Today, I’m proud to announce a merger months in the making with a fellow premium digital services agency whose work and leadership I’ve come to admire: Fueled.

Fueled is to mobile and enterprise-grade online applications what 10up has been to WordPress and online content management and publishing: an innovator and leader driven by the values of customer service, creativity, and craftsmanship. Fueled has built stand out iOS and Android apps – several of which I’ve personally used – for clients like Warby Parker, Verizon, the United Nations, and even Apple themselves. Just as 10up has built some great mobile applications, Fueled has executed notable works in the web application space for clients like Wall Street Journal and The New York Times – but content management systems and editorial experience has never been a core focus and strength. Until now.

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Jake Goldman

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WordPress VIP has named 10up its Top Gold Agency Partner for Q2 of 2023. 10up’s partnership with WordPress VIP continues to create success for our shared clients and drive innovation for the CMS that powers 40% of the web: WordPress. Thank you, WordPress VIP for partnering with us to make a better web.

If you’re interested in learning more about how we work alongside partners like WordPress VIP to build finely crafted websites and tools on open source platforms like WordPress, get in touch.

10up Turns 12

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This February, 10up celebrates our twelfth anniversary — a year of team and revenue growth, innovation in our solutions, and continued contributions to the open web and greater community. Our work continued to be recognized around the web, earning 10up nods as WordPress VIP’s Inaugural Gold Partner of the Quarter and 2022 Partner of the Year, garnering another Webby Award for our work on Democracy Docket, and an Innovation SABRE Award for our work on Stories From Hilton, among other recognitions. Our clients agreed: we’re honored to exceed a 70+ net promoter score (NPS) from our clients in both halves of 2022, the threshold of a “world-class” service partner.

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