Creative Direction · Event Branding · Print Design · Experience Design
CONCEPT
ONE CONCEPT. FIVE PERSONALITIES. 365 DAYS OF SHOWING UP
365 Days was created as a year-long reminder to five friends that they are loved, believed in, and supported—on the good days, the bad days, and everything in between.
The concept began with a simple idea: create a daily companion for a friend you may not see often, but love dearly.Each pad offered something different depending on the day: an unhinged piece of advice, a reminder of who they are, a song that made me think of them, a little prayer, an affirmation, or simply something that might make them laugh.
Rather than creating five completely separate products, I developed one shared creative concept with five personal interpretations. Each friend received their own version of 365 Days, with its own personality, visual language, and promise
365 Days of Main Character Energy
365 Days of Unapologetically Unhinged
365 Days of Unbothered & Unfiltered
365 Days of Bad Bitch Energy
365 Days of Untethered Possibility
days
ART DIRECTION
The creative direction was built around personalization within a shared visual system.
The five pads needed to clearly belong to the same project, while still feeling unmistakably like they belonged to five different people. Approximately 70% of the content was shared, while the remaining 30% was intentionally curated for each individual.
That personalization came through in:
Typography and font pairings
Colour and visual treatment
Specific quotes and phrasing
Songs and daily soundtracks
References to each person's personality and interests
The overall tone and attitude of each version
I wanted the design to feel bold, playful, slightly chaotic, and deeply personal—because the content itself moved between ridiculous, sentimental, motivational, and sincere.
The visual system wasn't there just to make five pads look different. It was another way of speaking to each person.
THE PROCESS
THE YEAR, UNFOLDED
A LAYOUT OF THE DAYS / 2026
MONDAYS
5, 12, 19, 26
33, 40, 47, 54
61, 68, 75, 82
89, 96, 103, 110
117, 124, 131, 138
145, 152, 159, 166
173, 180, 187, 194
201, 208, 215, 222
229, 236, 243, 250
257, 264, 271, 278
285, 292, 299, 306
313, 320, 327, 334
341, 348, 355, 362
TUESDAYS
6, 13, 20, 27
34, 41, 48, 55
62, 69, 76, 83
90, 97, 104, 111
118, 125, 132, 139
146, 153, 160, 167
174, 181, 188, 195
202, 209, 216, 223
230, 237, 244, 251
258, 265, 272, 279
286, 293, 300, 307
314, 321, 328, 335
342, 349, 356, 363
WED
7, 14, 21, 28
35, 42, 49, 56
63, 70, 77, 84
91, 98, 105, 112
119, 126, 133, 140
147, 154, 161, 168
175, 182, 189, 196
203, 210, 217, 224
231, 238, 245, 252
259, 266, 273, 280
287, 294, 301, 308
315, 322, 329, 336
343, 350, 357, 364
THU
1, 8, 15, 22
29, 36, 43, 50
57, 64, 71, 78
85, 92, 99, 106
113, 120, 127, 134
141, 148, 155, 162
169, 176, 183, 190
197, 204, 211, 218
225, 232, 239, 246
253, 260, 267, 274
281, 288, 295, 302
309, 316, 323, 330
337, 344, 351, 358
365
FRI
2, 9, 16, 23
30, 37, 44, 51
58, 65, 72, 79
86, 93, 100, 107
114, 121, 128, 135
142, 149, 156, 163
170, 177, 184, 191
198, 205, 212, 219
226, 233, 240, 247
254, 261, 268, 275
282, 289, 296, 303
310, 317, 324, 331
338, 345, 352, 359
CANADIAN HOLIDAYS
New Year’s Day — Thursday, Jan 1 → Day 1
Good Friday — Friday, Apr 3 → Day 93
Easter Monday — Monday, Apr 6 → Day 96 (federal employees; not a statutory holiday everywhere)
Victoria Day — Monday, May 18 → Day 138
Canada Day — Wednesday, July 1 → Day 182
Labour Day — Monday, Sep 7 → Day 250
Thanksgiving — Monday, Oct 12 → Day 288
Remembrance Day — Wednesday, Nov 11 → Day 319 (observed in some provinces)
Christmas Day — Friday, Dec 25 → Day 359
Boxing Day — Saturday, Dec 26 → Day 360 (not statutory everywhere)
PROCESS + PROBLEM SOLVING
Designing 365 days of personalized content meant building a system before filling the pages.
I first mapped the year around birthdays, holidays, monthly transitions, and other moments that could naturally shape the content. From there, I layered the shared content across the calendar and identified where each friend's version needed something more personal.
The challenge was maintaining the 70/30 balance: enough shared content to create a cohesive collection, but enough individual choices in phrasing, references, music, typography, and timing to make each pad feel intentionally made for its recipient.
The calendar became the framework; personalization became the art direction.
EXECUTION
I developed five iterations of the 365 Days concept, each built from the same underlying content and design system but curated and art-directed for its recipient.
Each pad became a physical, year-long editorial experience combining:
Personalized quotes and messages
Music recommendations
Prayers and affirmations
Daily written content
Calendar-specific content
Monthly typographic treatments
Holiday and birthday references
Individual visual identities
The result was five related products that could sit together as a collection while still feeling specific to the person holding them.
The physical format was intentionally simple: one page, one day, one moment of connection.
TAKEAWAY
.
Personalization doesn't have to mean starting from scratch.
The project taught me how much creative direction can happen within a defined system. By establishing a strong shared concept first, I could create consistency across five versions while using small, intentional differences to make each one feel personal.
More importantly, the project reinforced something I want my work to do:
Design can be a way of making people feel seen.
365 Days wasn't designed to guarantee that every day would be good. It was designed to make sure that, whatever kind of day it was, the person opening that page had a reminder that someone was in their corner.
