What Practice does

Practice is a New York City-based, founder-led creative brand-building firm established by Michelle Mattar. Operating from its headquarters in NYC and a co-working/events property called Shared Practice in Williamsburg, Brooklyn, the firm partners with first-time founders and established brand leaders to convert early-stage ideas into market-ready consumer and B2B brands, using a documented four-phase methodology: Brand Building (naming, identity, strategy, tone of voice), Touchpoints (packaging, web/UX, art direction, interior vision), Activation (social/content strategy, PR, digital ads, experiential marketing), and Support (post-launch retail expansion and campaign support). Project engagements typically run 6-12 months and are sourced through a selective, waitlist-driven partnership model rather than traditional agency RFPs. Practice operates with a deliberately small team of approximately 6 specialists and has accumulated a portfolio of consumer brand launches (Ritual, Allkinds, Glowbar, Remedy, Commonry, kikki.K) and enterprise rebrands (Clarify Health, Unison). Revenue is generated entirely through professional-services project fees; there are no external funding rounds, no parent company, and no disclosed financials. Distribution channels are direct-to-client, supplemented by referral, earned media (Fast Company, Forbes, It's Nice That, Brand New), and the community signal generated by the Shared Practice space.

Name

Practice

Legal name

Practice

Website

https://practice.inc

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Practice is a NYC-based, founder-led creative firm that designs and builds consumer and B2B brands end-to-end through a four-phase methodology, serving first-time founders and established brand leaders via a selective, waitlist-driven partnership model.

Ownership category

akta.pro rank

Product category

Brand Design Services

NAICS

Marketing Consulting Services (541613)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Organization Design & Change Management Consulting (BPAHACAD)

Keywords

• Brand identity design
• Brand strategy services
• Packaging design services
• Creative brand building
• Web and UX design

Headquarters

HQ city

New York City

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Brand-Building Services: Practice generates revenue through comprehensive brand-building project engagements. They work with companies from early-stage startup phase through established brands seeking rebranding or brand refreshes. Projects span brand strategy, identity design, packaging, web design, content, and ongoing brand support.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

Practice is a creative firm that designs and builds brands from end to end, serving as an in-house creative team for first-time founders and established leaders. Engagements span a four-phase methodology covering brand strategy, naming, identity, packaging, web design, content, and activation, typically running 6–12 months. The firm also operates Shared Practice, a co-working and events space in Williamsburg, Brooklyn, used to host the creative community and client-facing events.

Product overview

Practice is a creative brand-building firm that designs and builds brands from end to end, serving as an in-house creative team for first-time founders and established leaders. The firm's core offering is a four-phase brand-building methodology: Brand Building (establishing brand purpose, visual identity, and messaging), Touchpoints (applying the brand across customer-facing applications), Activation (launching the brand to market through marketing and PR), and Support (ongoing growth through campaigns and expansions). Practice also operates Shared Practice, a co-working and events space in Williamsburg, Brooklyn. The firm's notable brand projects include kikki.K (stationery-to-lifestyle rebrand), Ritual (vitamin/supplement brand), Allkinds (personal care for kids and teens), Glowbar (skincare studio), Remedy (skincare brand), Innerwork (supplements), Clarify (healthcare analytics), Journa (aging health), Commonry (size-inclusive fashion), and Unison (fashion relaunch).

Differentiator

Problem solved

Functional benefit

Products and services

• Brand-Building Services End-to-end brand-building service for first-time founders and established brand leaders, delivered through a four-phase methodology: Brand Building (naming, identity, strategy, tone of voice, architecture), Touchpoints (packaging, UX/web design, art direction, content, interior vision, signage), Activation (social, content, PR, email, digital ads, experiential marketing), and Support (product rollouts, retail expansion, campaigns, advisement). Engagements typically run 6–12 months.
• Shared Practice A 2,000-square-foot modular co-working space for creatives by day and an events space by night, operated by the Practice team. Offers dedicated desks (waitlist only), private office nooks, and event rentals, with two conferencing areas, three small meeting areas, a lounge, full bar and kitchenette, Risograph access, whiteboard, and projector.

Named customers10 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered minor.

• Steve GavanminorStrategic or Co-development PartnerIllustrator who collaborated with Practice on Allkinds brand expansions including Sugar & Spice and Bondi Beach Club capsule collections, creating distinctive illustrations with beachy and imaginative vibes.
• TargetminorOthersRemedy unveiled their upcoming Target launch and released a new formulation: Remedy for Pre-Cleansing, a lipid-rich cleansing balm.
• Ashley GrahamminorGTM or Marketing PartnerInfluencer partnership for Commonry fashion brand, featuring the model and entrepreneur in campaign imagery to inspire customers.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• &Walsh: Independent NYC-based design studio led by Jessica Walsh doing brand identity, art direction, and editorial design. Highly comparable to Practice given shared NYC base, founder-led model, and selective roster of consumer-brand clients.
• Pentagram: Partner-led design and branding firm producing brand identities, packaging, and environmental design. Comparable to Practice because both operate as independent design practices rather than full-service ad agencies, with strong emphasis on founder-driven identity work.
• Collins: Independent design and creative agency in NYC building brand systems, strategy, and experiences for enterprise and challenger brands. Closely aligned with Practice on end-to-end brand building across consumer categories.
• Manual: Boutique creative firm offering brand strategy, identity, and naming services to tech-forward and consumer companies. Directly comparable to Practice on scope of services and embed-with-the-founder engagement style.
• Porto Rocha: Boutique NYC-based branding and design studio focused on identity, strategy, and naming for tech and consumer brands. Comparable to Practice in size, geography, and selective founder-led engagement model.

Broad incumbents

• Anomaly: Independent creative agency with brand strategy, advertising, and product design capabilities for challenger brands. Adjacent to Practice through shared independent structure and brand-building emphasis.
• R/GA: Global creative agency known for brand building, experience design, and digital product. Overlaps with Practice on brand identity and activation work but operates at substantially larger scale.
• Wolff Olins: Global brand consultancy that designs brand identities, experiences, and verbal systems for large brands. Comparable to Practice on brand-building methodology but with broader global delivery and larger client roster.
• Mother NYC: Independent creative agency doing advertising and brand work for consumer companies. Comparable to Practice on consumer-brand creative but as a much larger advertising-led agency.
• Landor & Fitch: Global branding consultancy providing corporate identity, brand strategy, and design at enterprise scale. Overlaps with Practice on brand strategy and identity work but serves much larger enterprise clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/practice_inc
• LinkedInlinkedin.com/company/practiceinc
• Instagraminstagram.com/practice.inc
• Pinterestpinterest.com/practiceinc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Practice