• Who

    We’re experts in brand-building.

    Practice is an award-winning creative firm founded by independent brand-builder Michelle Mattar, known for designing category-defining brands built to grow and scale. Rooted in end-to-end brand building, the studio partners with leaders at pivotal moments, whether they’re launching something new, rebranding, or building momentum through campaigns and activations, and serves as a creative and strategic engine.

    Michelle Mattar, founder | Practice

    Through a unique partnership model, Practice supports brands through every stage of brand building: guiding strategy, identity, storytelling, execution, and growth with clarity and care. Their work and distinctive business model have been featured in Fast Company, Forbes, It’s Nice That, Brand New, Refinery29, Creative Boom, and more.

    Practice

  • What

    What we do

    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
    •
    Retail
    Research
    •
    Brand Identity
    •
    Strategy
    •
    Business development
    •
    Design
    •
    Messaging
    •
    Marketing
    •
    Websites
    •
    Packaging
    •
    Retail
    See our method

  • Where

    We’re based in NYC, and build brands globally.

    Image of Practice's offices in New York City
    Info of Practice's offices in New York City
    Image of Practice's offices in New York City
    Image of Practice's offices in New York City
    Info of Practice's offices in New York City
    Image of Practice's offices in New York City
    Image of Practice's offices in New York City
    Image of Practice's offices in New York City
    Info of Practice's offices in New York City
    Image of Practice's offices in New York City
    Image of Practice's offices in New York City
    Info of Practice's offices in New York City
    Image of Practice's offices in New York City
    Image of Practice's offices in New York City
    Image of Practice's offices in New York City
    Info of Practice's offices in New York City
    Image of Practice's offices in New York City
    Image of Practice's offices in New York City
    Info of Practice's offices in New York City
    Image of Practice's offices in New York City
    Image of Practice's offices in New York City
    Image of Practice's offices in New York City
    Info of Practice's offices in New York City
    Image of Practice's offices in New York City
    Image of Practice's offices in New York City
    Info of Practice's offices in New York City
    Image of Practice's offices in New York City
    Image of Practice's offices in New York City
    Visit Shared Practice

    We’re currently building projects in:

    • Why

      We’re on a mission to build brands that do better.

      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.

      Practice Studio

      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 method to our compensation structure, to ensure it embodies our core values of equity, sustainability, and impact.

      Learn more

    • Lately

      What our clients are up to

      News | Practice

      Remedy unveiled their upcoming Target launch and released a new formulation: Remedy for Pre-Cleansing, a lipid-rich cleansing balm.

      Hot off the press

      Practice kikki.K Brand New feature

      Brand New reviewed our latest rebrand of kikki.K: “It’s a lovely evolution that doesn’t reinvent the wheel or the brand, but makes it all feel more vibrant and alive.”

      Read the article

      Rebranding the APAC region’s favorite stationery brand

      Navigate your life in style.

      kikki.K, stationery, lifestyle brand

      We rebranded kikki.K, one of the world’s leading stationery brands, and developed the creative vision behind their metamorphosis into a lifestyle brand.

      View the case study

      Dirt Baby Radio

      What happens when a branding team develops a brand with no client, no budget, and no product?

      Sample Phase

      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.

      Tune in
    NaN%
    About

    You are here.

    All workMethod
    Contact

    New Business

    We’d love to hear from you. Our availability is currently:
    Currently open
    collaborate@practice.inc

    General Inquiries

    Not looking to partner but want to get in touch? Shoot us a note:
    info@practice.inc

    Follow Along

    InstagramLinkedinTwitter