Who?
We’re experts in brand-building.
Founded by independent brand-builder Michelle Mattar, Practice is a creative firm designing category-defining brands from end to end. Our brand-building process is holistic, encompassing everything it takes to launch a market-ready brand, or rebrand, from start to finish. Through our unique partnership model, we partner with first-time founders and established leaders alike, serving as their in-house creative team to bring their visions to life.
We intentionally take on only a few clients each year, allowing us to work closely with each one, prioritize quality over speed, and act as your creative thought partner through every step of the process.
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.
Brand Identity•Strategy•Business development•Design•Messaging•MarketingWhere?
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.
We love our clients...
...so we sent them a custom-designed box of Chocolat de Kat bonbons to celebrate another great year of work ahead (featuring Practice's brand colors, of course).
Practice featured in Fast Company
We were featured in the article “The rise of the ‘Goldilocks’ Design Company”
Brand launch
With 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.
We launched Shared Practice
A shared creative space for nurturing practices of all sorts. We currently have 1 private office and 1 co-working desk available for rent.
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.