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
Following its launch in March 2024, Remedy’s debut products Remedy for Body Bumps & Dry Lips have sold out 3x and 2x respectively.
Our founder was named a Graphic Design USA 2023 Person to Watch
Michelle Mattar was selected for the 60th year of Graphic Design USA's People to Watch List
Zine party
Our team created a zine for Human NYC’s Zine Party, with all proceeds donated to Astoria Food Pantry.
We launched Shared Practice
A shared creative space for nurturing practices of all sorts — our co-working desks are officially booked through Q2 2025.
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.