Theory & Practice Branding

Theory & Practice is a woman-owned company founded by Nicole Pincus with the goal of bringing people, ideas and strategy together with shared values, goals and business outcomes. We wanted to give her a brand that matched. We started with a clean, straight forward typeface and then focused on the ampersand as the star. The agency is about bringing things together so it only made sense to showcase that element. Theory & Practice. You don’t have one without the other.

For the announce, we wanted to show the breadth of Nicole’s experience and how it’s all culminated to this company.