• Who?

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

    Michelle Mattar, founder | Practice

    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 | 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 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.

    Business development
    Brand building
  • 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: 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.

      Practice Studio

      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.

    • Lately

      From HQ

      News | Practice

      Meet our design intern Ally!

      We're listening to

      Practice Listening | Practicenull | Practice

      Meet Allkinds

      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.

      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.