Behind every success story lies a series of defining moments. For Sunday, it’s been a decade of pushing boundaries, embracing change, and going BIG since day one. True enough, these milestones built our agency culture and shaped the way we work today.
So, let’s go back to the top 10 pivotal moments where the team’s “all out” mindset transformed every challenge into an opportunity to thrive in the industry.
- On taking the road less traveled
It all began with frustration—the frustration of having no room for creativity and feeling boxed in. For JM, Claire, and Patch, the founders of Sunday, it became clear that the corporate world wasn’t where they could grow.
Claire encapsulated this feeling perfectly when she said, “There’s this drive na we want more.” As individuals who are deeply passionate about creativity, it was inevitable to feel constrained in an environment that didn’t allow them to unlock their true purpose. They wanted more freedom, impact, and space where their creative vision could flourish.
With zero capital and a ‘let’s go big’ mindset in everything they do, they took a bold leap of faith and founded Sunday Studio. - The first of many wins
Driven by grit and boundless energy, the team was eager to put their passion into action. However, starting an agency was everything but easy.
After a few projects from family and friends, they landed what they considered their first “legit” client—a luggage brand called Suit Up. The owners weren’t merely clients; they became mentors, inspirations, and lifelong friends. Our relationship with them paved the way for referrals, boosting our confidence in doing what we do best. Their support shaped how we approach clients today—centered on trust, lasting relationships, and always going the extra mile.
The first of many projects can be intimidating but as JM said, “Why not go big and take on the challenge?” And that’s exactly what we did. - The 80 pesos day
It wasn’t all rainbows for Sunday; the team had its share of rough patches. The most unforgettable was July 7, 2015—when they were down to their last 80 pesos. Due to unforeseen circumstances, a client backed out, draining their funds and burning their runway after a big spend on a ‘team-building’ trip to Boracay.
It was truly the calm before the storm. Faced with three high-stakes client meetings and almost no resources, the team had every reason to back down. But instead of retreating, they pushed forward with determination.
That day became a defining moment. Against all odds, they landed all three major projects, which not only saved the business but also proved their grit. Now, every July 7th, they come together to share a meal to celebrate their resilience and the journey that brought them here.
“At your lowest, you’ll be graced to bounce back,” Patch reflected. And the best part? Those clients are still connected with us today—one is a lifelong client, another is a partner in New Zealand, and one is a good friend and mentor. Our journey might not always be rainbows and butterflies, but as long as we stay true to our passion and don’t lose sight of our goals, everything will turn out fine.
After all the challenges we faced, it became clear that going all out (or 80 pesos out) for Sunday was the right choice. - Big client, bigger purpose
With a growing list of clients through referrals, Sunday also began building credibility. One project after another, until the founders secured their very first corporate client.
At that moment, they felt reassured—landing a well-known brand meant they were on the right path. But the real challenge came next: they needed to take things to the next level to secure the project. That meant officially registering the business, renting an office space, and eventually expanding the team.
From brewing ideas in coffee shops to staying in a small apartment 24/7, they soon found themselves crafting concepts in a bright office space in Makati.
The project marked Sunday’s first leap into large-scale operations. Since then, we’ve worked with top names like Unilab, Uber, Google, UnionBank, Coca-Cola, NutriAsia, Del Monte, Universal Robina, and many more. And we didn’t stop there! We remained committed to our passion for delivering great design for all, continuously making a remarkable impact. - What it means to go big
We’ve already shown how we “go big” with our projects—but honestly, going big is bigger than that (pun intended). It wasn’t just a catchy phrase we slapped on the wall from day one; rather, it’s something we’ve lived and breathed.
Going big isn’t just about tackling tough projects, it’s about embracing confidence and creativity when it matters most. From the vision of its founders, Sunday has always been built on the belief that creativity has no limits. That’s how everything started anyway.
And definitely—that mindset stuck. To this day, we’re still charging headfirst into challenging projects, delivering results that wow, and refusing to let inexperience stop us. As our team grows, it proves that going big is all about tapping into the limitless power of creativity and going big in small things every day. - Genuine goes a long way
Here’s the thing about going big: it’s not just about a single skill, but a mindset that touches everything we do, especially how we attract clients. At Sunday, our success thrives through authenticity. We pride ourselves on building genuine relationships rather than viewing clients as mere transactions. And indeed, this is what sets Sunday apart in a crowded market.
“It’s organic, not strategic,” Patch proudly shared when describing how they foster client relationships. This approach has led to numerous partnerships which is a true testament to the trust clients have for the team.
This people-first mentality is not just a tactic; it’s a core value that defines Sunday’s identity. The agency is dedicated to growing with its clients, ensuring that as they flourish, Sunday flourishes alongside them. - Why we need a why
Working without purpose can feel like running in circles, but for Sunday, the purpose was already part of the game—it just needed a little spotlight! Rebranding from Sunday Elephant Creatives to Sunday Studio wasn’t just a fresh coat of paint, it became an opportunity to explore our “why.”
Everybody deserves good design. Sounds simple, doesn’t it? However, we realized that getting access to quality design often feels out of reach for many SMEs and NGOs. We wanted to change that narrative.
“Small businesses have the potential to go big if they have access to good design,” said JM. That’s why we don’t limit ourselves to chasing big clients—because with great design, even the smallest brands can make a huge impact. - On building a culture that we love
Let’s be real: working in an agency isn’t exactly a walk in the park. It’s often a whirlwind of deadlines and detailed tasks for clients. But we get it—we understand the hustle. That’s why we made it our mission to create a workplace that truly supports and nourishes the team.
Since the founders had prior experience, they’ve seen the good, the bad, and the downright uninspiring. With that, they set out to create a refreshing atmosphere—one where creativity could thrive and individuals felt genuinely valued.
Some of the exciting employee-centric initiatives they rolled out include programs like Fundays, flexible work arrangements, 4-day work weeks, personalized training, and mentorship opportunities. With these, we’ve built an exceptional talent roster whose values align with our core. They are the driving force behind our culture and help Sunday deliver its mission of providing good design for all. After all, when you invest in your people, you’re really investing in the quality of your work.
And when the global pandemic hit and turned the world upside down, Sunday was ever ready to adapt. Thanks to their vibrant work culture which was already designed to be formal, productive, and streamlined. The transition was smooth sailing. Who says you can’t work hard and have fun while doing it? - Rediscovering the Sunday core
As Sunday evolved, we rode the wave of digital initiatives and focused heavily on big clients, but that led us to ask: Where is Sunday headed? It often felt like we were cranking out soulless work one after another.
Until one day, a powerful statement from a book struck a chord with JM and he shared it with the team: What is good design if not designing for good? This moment prompted us to revisit the essence of Sunday, which led to the launch of the Better Days Initiative.
With this project, our team jumped into action by offering pro-bono design services to NGOs and small businesses. We gave them the quality design they needed to make their voices heard. With steady clients supporting us, it felt only right to share our blessings by utilizing our skills for a greater cause.
JM emphasized the importance of staying true to our purpose: “Pag nawawala na tayo sa landas, balik tayo sa calling natin.” This initiative reminded us that good design has the potential to create positive change—and Sunday is a part of that movement. - Onto another brighter decade
As Sunday celebrates its 10th anniversary, the team is brimming with renewed ambition for the future. The first decade was all about laying a solid foundation, but the next ten years promise to be an exciting journey of going bigger. Here’s what our managing partners think as we look to the future.
Claire: Naging learning phase yung ten years para mahanap yung right balance and right direction na tatahakin natin in the next ten years… We will focus on business development initiatives and partnerships with clients, going back to our core and establishing genuine relationships with partners.
Patch: Sa next 10 years, ang expectation ko is lahat ng natutunan natin, magamit natin to help more people. Ibang level ng “let’s go big”… It’s a mature Sunday now. We’re more grounded. We know what to do. We can make more intentional designs to open more opportunities for clients.
JM: The 10 years is a precursor to what’s gonna happen next. Very clear yung commitment ng Sunday in pursuing our mission: ‘Good design is good business’, ‘Everyone deserves good design’, and ‘What is Design if not designing for good?’. Nandun yung commitment to harness the power of human creativity, especially in the era of AI where creativity can be outsourced from a machine. I still believe na iba pa rin yung power ng human creativity and that will be the ethos or direction ng Sunday.
As they have said, the first decade of Sunday was a pivotal learning experience that established a strong foundation for the agency. Now that we’ve mastered the basics, we are ready to take a more proactive approach to growth and creativity. From here on out, we are ultimately ALL OUT.
The first ten years have set the stage for what’s next. Now, join us as we embark on this adventure of boundless creativity—let’s go BIG together!
