Plan deliberately, live freely (without the guilt).
Rigour & Reverie is for everyone with a “someday” list. We make planning tools, printables, and keepsakes for the whole arc of a trip or an occasion, so it’s planned well before you go and remembered long after.
Join the list
Whichever kind you are
Made for the planner, and for the dreamer.
The planner
Keeper of the spreadsheet? Welcome. You’re among your own, and everything here is made to meet your standards.
The dreamer
A head full of saved places? You’re equally welcome. The thinking is done for you here, so all that’s left is the fun part.
The whole arc
Every someday has four chapters.
From the first spark to the last memory, we’re there for every chapter.
Anticipation
So instead: “Someday” gets a date.
Planning
So instead: Decisions made, not just researched.
Going
So instead: Present for the best part.
Remembering
So instead: Remembered as vividly as it was imagined.
Now in the studio
The Thanksgiving Hosting Kit
Invitations, menu cards, place cards, food labels, a welcome sign, stickers and tags, and a grocery planning tool, all in one design, so your table looks planned without the fuss. Edit each piece in Canva, or print it and write by hand.
How we make things
Things that work as well as they look.
Useful now, and along the way.
Ready from the start, with sensible defaults in place, and flexible enough to go further whenever you have the time, the know-how, or the confidence to make it your own.
Each piece deliberate, and the whole cohesive.
One design carries through every piece, whether it’s for a dinner, a milestone, or a trip, so the whole set feels considered from the first page to the last, and you’re never piecing it together from here and there.
From the journal
Notes on living the list.
Founder noteThe bookstore three blocks away
Eighteen years three blocks from a bookstore we never visited, a career I loved at 120 miles an hour, and the leap that finally changed how I spend my time.
Where the plans have taken us (so far)
Every country, a few favorite photos, and what's coming next.
Plan it like a launch, enjoy it like a guest
A program manager’s critical path for Thanksgiving: plan backward from the feast, protect the dishes that matter, and finally get to enjoy your own party.
Hi, I’m Gayle.
Founder, designer, and resident planner. Twenty-plus years of aerospace rigour, now applied to living life more deliberately outside of work. American in England, wife to Nathan, walker of Phoebe. Happiest with a trip on the calendar and a plan taking shape.
Read the storyOn the map24 countries for me, 26 between us, and counting.See where we’ve been