sundays is a studio in Toronto. It works at the seam between human judgment and machine execution.
sundays began as a strategy and design practice in 2019. It has always sat between making things and thinking about them. The studio ships its own projects, publishes essays, and takes on a small number of commissions each year for founders building something worth the attention.
The work happens at the moments where clarity matters most. Pivots. Launches. Identity questions. The quiet realization that what you built has become something your original story can no longer explain.
The studio is small, deliberately. A few engagements a year, ongoing instruments of its own, and a steady output of writing that works through the questions running underneath the work.
The studio builds frameworks that solve organizational problems, not project problems. The practice combines rigorous behavioral observation with philosophical humility. Existing intelligence, the kind already alive inside an organization, often contains solutions more sophisticated than what can be designed from first principles.
The work begins with reading. Then framing. Then making, where the strategy becomes something you can hold, see, and use. Operating discipline, the habits that keep clarity intact across teams, runs through all of it.
The studio works with natural patterns rather than forcing artificial behaviors, building systems that enhance human capability instead of constraining it.
Founded and led by PK Aidoo, a designer with a decade of practice across product, identity, and service design. Experience includes Ownr, RBCx, and Huge Inc. Clients and partners over the years include Four Seasons, WestJet, Longos, and Koodo.
The studio's research and philosophical work led to the founding of The Nuruba Conservatory in 2025. sundays continues independently.
If you have a question that has been sitting unanswered too long, send a note. Include the question, the situation around it, and any deadlines.
Replies usually within three working days.