Practice is a creative brand building house led by Michelle Mattar.
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, Founder & Principal Designer
Franny Van Eyck, Designer
Hemza Hajyousif, Designer
Crissy Milazzo, Copywriter
Sam Infante, Producer
Ally Xiao, Design Intern
Jenn Hook, Part-time Art Director
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
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: 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.
Meet our design intern Ally!
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.