Sunny and Shady
Two personalities. One perfectly imperfect life.
✦ collect little wins ✦Planners are either sugary… or soulless.
The planner market is saturated: motivational quotes with no personality, or grids with no soul. We wanted a planner for real people: the one who plans the week with excitement on Sunday night, and the one who's improvising by Wednesday. Turns out they're the same person.
A brand with a voice, not just a look
Before the logo, before the palette: the characters. Everything else, product, shop, videos, grows from how they speak.
Sunny
“Hey hey hey! I'm Sunny, your walking, talking ray of sunshine! I sprinkle optimism like confetti and I believe every cloud has a silver lining. Yes, even on Monday mornings!”
Shady
“Hi... I'm Shady. I kinda see the glass as half empty... and probably cracked. But hey, at least I bring the cozy vibes and good coffee. Someone's gotta keep it real, right?”
And a special cameo: Neury, part neuron, part nerd. He drops “did you know” facts across the pages. “Kangaroos can't walk backwards. That's why they're on Australia's coat of arms: always moving forward!”
A system, not a set of drawings
The logotype is handwritten, so it stands next to the characters as a third voice instead of a stamp on top of them. The palette splits down the middle: Sunny's side is warm, Shady's is cool, and everything sits on paper cream.
Every month opens with an argument
Real month openers from the 2027 planner. One event, two personalities: that's the system, and it never runs out of jokes.
“New year, same chaos... but hey, at least the coffee's hot.”
“Love is in the air… and so are awkward dates.”
“March is basically Monday, but longer.”
“Vacation for some, meltdown for others.”
Sunny Challenge ☀
“Write 3 goals that will make you feel proud this month.”
she believes in youShady Reality Check ☁
“Write 3 things you know you probably won't do... and laugh them off.”
she knows youThree planners, two hemispheres
Each edition is fully localized: its own public holidays, seasons and time-change alerts (with jokes to match: “I'll move my clock when I wake up at noon.”). The 2027 editions ship with a sticker sheet, so the characters carry on outside the pages.
Brands are sold in the little things
The ownership page
“In case this planner goes on an unexpected adventure: snack that keeps me alive · my ultimate excuse for being late.”
Survival kits, in character
Sunny's 5-minute lemonade vs Shady's DIY cold pack (“complain while cooling down”).
Games between the pages
Quizzes, riddles, playlists, a savings tracker (“time to invest in yourself”) and a Sunny vs Shady tic-tac-toe.
Sarcasm with a schedule
Even the time-change alerts stay in character: “Finally, the system gives me an extra hour to do absolutely nothing.”
Sunny vs Shady:
tic-tac-toe
The planner includes a playable tic-tac-toe, so this page does too. House rule, straight from the planner: the loser buys the ice cream. 🍦
Two friends,
two hemispheres
Rebecca and Sofia met at university in Spain and became a package deal: 9 AM lectures, 10 PM study marathons, with “study” often meaning snacks and laughter.
Then life took them to opposite sides of the world: Rebecca to Australia, Sofia to the United States. The planner became their way of shrinking the distance: “a little bit of her, a little bit of me, and a whole lot of us.”
That's also why there are two 2027 editions: one for each hemisphere. The brand isn't just about duality: it was born from it.
Sunny and Shady belongs to both of us. Rebecca and Sofia co-founded it and co-own it, and every planner is built four hands at a time, across two time zones and far too many “wait, what time is it there?” messages.
“These pages were simply a foundation. You were always the story.”
Want a brand with a voice? Email me Back to portfolio
The characters left the page
The same two voices that argue across the planner argue on camera too: Instagram posts and stories, and TikTok videos where Sunny plans the week and Shady narrates what actually happened. One brand, three formats, no change of tone.