Who?
We’re experts in brand-building.
Founded by independent brand-builder Michelle Mattar, Practice is a creative firm that designs category-defining brands from end to end. Our process is holistic and shapes everything it takes to launch or relaunch a brand built for today’s dynamic world. We don’t call ourselves an agency because we don’t operate quite like one.
We’re a tight-knit team of six, built for proximity and trust. We embed with your team, act as your in-house creative partner, and work from the inside out to bring bold, enduring brands to life. We collaborate with first-time founders and established brands alike, prioritizing depth over speed and long-term value over short-term volume.
What?
We’re not a design agency or a studio: we’re a brand-building firm. We work with companies of every stage to develop mission-driven brands from the ground up that meaningfully meet their audiences’ needs and push entire categories forward. Brand-building goes far beyond crafting a visual identity. It means creating a market-ready brand that’s grounded in strategy, designed to meet business needs, and rooted in a deep understanding of consumers and culture.
Research•Brand Identity•Strategy•Business development•Design•Messaging•Marketing•Websites•Packaging•RetailWhere?
We’re based in NYC, and build brands globally.
We’re currently building projects in:
We share this office with 3 friends.Our clients are in:
Why?
We started Practice out of a core belief: we believe brands have a responsibility to do better. In a world where new brand launches are a daily occurrence, we champion mission-oriented brands that are solving real problems, committed to ethical commerce, and intent on setting a higher standard for their categories.
Partnered in strategy, fueled by creativity.
Faced with an industry that often rewards quantity over quality, we designed our partnership model to allow us to collaborate more intentionally and meaningfully with clients, partnering closely to address market needs and push entire industries forward. Our business model is similarly designed to put our values into practice—we’re constantly interrogating every aspect of our work, from our process to our compensation structure, to ensure it embodies our core values of equity, sustainability, and impact.
Lately
What our clients are up to
Remedy launched 3 new products: Remedy for Healthy Aging, Remedy for Dandruff, and Remedy for Moisturizing.
Meet Shared Practice
A shared co-working space for nurturing practices of all sorts. Limited space available.
Practice featured in Fast Company
Featured in Fast Company’s “The Rise of the ‘Goldilocks’ Design Company,” which names us one of the rising stars in a movement of intentionally scaled studios prioritizing creativity, autonomy, and quality growth.
We launched Journa
The future of bone health is stronger than ever.
We launched Journa: a first-of-its-kind medical food brand that develops natural, clinically-validated innovations for health: starting with a revolutionary product that's proven to reduce bone loss.
Dirt Baby Radio
What happens when a branding team develops a brand with no client, no budget, and no product?
We built Dirt Baby as an experiment to explore our process and have a bit of fun. Dirt Baby lives in a liminal state between idea and execution and is inspired by the idea of treating plants as pets.