• Who?

    Practice is a creative brand building house led by Michelle Mattar.

    Michelle Mattar, founder | Practice

    After five years independently designing and building brands from initial design to final launch, then scaling them as they grew, Michelle Mattar launched Practice to better support this process. Acting as the principal designer that actively designs, strategizes and sets a vision for a brand, the Practice model and team was built to expand these practices. We partner on both building brand vision and helping to fill the roles that are so often difficult to fill ahead of launch: like Chief Marketing Officer, Creative Director, and the Design team. The Practice team works with clients to build compelling brands that understand the needs and challenges to meaningfully resonate with customers.

    We communicate this brand story and messaging across identity, strategy, design and further apply it to post-launch marketing, advertising, and ad-hoc initiatives. Practice builds brands to scale quickly without compromising quality & vision. By only dedicating ourselves to a few projects per year, we’re uniquely able to give attention to every detail. Practice acts as our client’s dedicated creative leadership and external team before they’ve brought on their own—ours is an embedded, 360-degree approach with the goal of building a shared vision with your team.

    Meet the Team

    Michelle Mattar | Practice
    Michelle Mattar | Practice

    Michelle Mattar, Founder & Principal Designer

    Franny Van Eyck | Practice
    Franny Van Eyck | Practice

    Franny Van Eyck, Designer

    Hemza Hajyousif | Practice
    Hemza Hajyousif | Practice

    Hemza Hajyousif, Designer

    Crissy Milazzo | Practice
    Crissy Milazzo | Practice

    Crissy Milazzo, Copywriter

    Sam Infante | Practice
    Sam Infante | Practice

    Sam Infante, Producer

    Ally Xiao | Practice
    Ally Xiao | Practice

    Ally Xiao, Design Intern

    Jenn Hook | Practice
    Jenn Hook | Practice

    Jenn Hook, Part-time Art Director

  • What?

    We’re not quite a studio or an agency: Practice works as an embedded team with dedicated leadership that takes a people-powered approach to brand building. Our experience allows us to know and avoid the challenges that come with building a purposeful brand to scale, then managing day-to-day operations (like marketing & social channels). Our skills range from research, naming and strategy to brand identity, packaging, physical product design such as toys and fabrics, websites, retail, marketing & more.

    Strategy
    Business development
    Brand building
    Design
    Storytelling
    Marketing
  • Where?

    We’re based in New York City but working globally.

    We share this office with 3 friends.
    Office | Pratice

    Our clients are in:

    • Why?

      Cracking a big idea isn’t easy. We’ve found that the path to success is paved with strategic creative vision: navigated by a focused, dedicated team working to reinforce strategy across the board.

      The Practice experience is unique, team-like, and holistic to building brands: we do more across a variety of touchpoints for fewer clients so that we can be accountable and flexible to all the road bumps that inherently come with building something new. Our clients have the big idea and vision, but they’re missing the creative leadership they need to realize it successfully and take it over the finish line. Just like us, they value design: they see it as a part of their core business strategy.

      We engage with just a few clients per year who are passionate and lead with intention. In our work, we seek to launch products that have a positive mission and impact, and we apply our process to a wide range of industries and business types—this keeps us learning and allows us to be better partners, thinkers, and builders.

      Partnered in strategy, fueled by creativity.

      Practice Studio

    • Lately

      From HQ

      News | Practice

      Meet our design intern Ally!

      We're listening to

      Practice Listening | Practicenull | Practice

      Meet Allkinds

      We launched Allkinds

      Allkinds

      Allkinds is here to help kids own their awesome: from daily personal care essentials to the wildly fun stuff, they make every kid feel their best with vegan products made with zero gross stuff. We imagined Allkinds from research and naming through to all of their launch touch points. Case study coming soon.

      Meet Waste Not

      We created a searchable site of sustainable suppliers.

      Sample Phase

      We created a free directory of sustainable, searchable listings by type of packaging from direct consumer, retail, and restaurant; fashion and soft goods, interiors, and more. Waste Not is intentionally free and commercially-focused (rather than consumer oriented) so we can make sustainable changes at the scale of business.

      Creative Direction for Commonry

      We led the creative direction of Commonry's second photoshoot with their brand ambassador: Ashley Graham.

      As part of their next campaign, we led the creative direction and execution of Commonry's second photoshoot with Ashley Graham. The campaign titled "Ashley has the range", tells the story of her five essential moods: iconic, powerful, fun loving, comfortable and family oriented.

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