How We Make a Collection From Scratch

From the Women Who Do It.

Every planner you’ve ever held started somewhere. A vision board in January. A zoom call with coffee. A stripe that took way longer than anyone expected. A pattern that almost got cut — and one that almost looked like something it definitely was not.

We wanted to pull back the curtain on what it actually takes to go from a blank canvas to the collection sitting on your desk. So we sat down with three of the women who make it happen every year: Brittany, our Chief Operating Officer; Whitney, our Creative Director; and Laura, our Director of Design and Experience.

What follows is the real story — the messy middle, the creative breakthroughs, the spreadsheets, the wet proofs, the graveyard of patterns that didn’t make it, and the one that became our bestselling design of all time.

Let’s get into it!