Practice is a creative brand building house led by Michelle Mattar.
After building brands from design to launch independently for five years, Practice was founded as an extension of Michelle Mattar’s brand building practices. Acting as the principal designer that actively designs, strategizes and sets a vision for a brand: she’s now supported by a team to help make these brand identities and visions a reality across full-scale packaging systems, websites, photo and video productions, marketing strategies, launches, and more.
We’re not quite an agency: we only dedicate ourselves to a few projects per year so we can give attention to every detail. We act as our client’s dedicated creative leadership and external team before they’ve brought on their own—ours is an embedded, 360-degree approach.
Meet the Team
Michelle Mattar, Founder & Principal Designer
Franny Van Eyck, Designer
Crissy Milazzo, Copywriter
Ally Xiao, Design Intern
Sam Infante, Producer
Jenn Hook, Part-time Art Director
We’re a small team with a sharp focus in launching and growing brands with purpose. We work together to solve problems, actively building alongside your team. Our skills stretch from brand identity, packaging, physical product design such as toys and fabrics, digital experiences, marketing and more.Strategy•Business development•Brand building•Design•Storytelling•Marketing
We’re based in New York City but working globally.
We’re currently building projects in:
Our clients are in:
Cracking a big idea isn’t easy. We’ve found that the path to success is paved with strategic creative vision: it's best navigated by a focused, dedicated team working to reinforce strategy across the board.
Consider us as a house of collaboration: Practice invests in a shared vision and commits to helping brands launch successfully. We develop brands that tell a story, and we seek to launch products that have a positive mission & impact.
Partnered in strategy, fueled by creativity.
We engage with just a few clients per year who are passionate and lead with intention. Our clients are experts in their product and can roll up their sleeves when they need to. Just like us, our clients value design: they see it as a part of their core business strategy.
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.
To celebrate our recent launches as a team, we created our own fun custom fragrances in a perfumery workshop led by Carta.
We launched 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.
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.