In–Practice was founded in 2023 by Adam Katz.

For over 20 years, Adam has worked at the intersection of culture and commerce, partnering with artists, building communities of purpose, and experimenting with entrepreneurship.

From 2011-2022, he served as Founder / CEO of Imprint Projects, an award-winning post-advertising creative agency.

Between 2013-2018, Adam was President and Creative Director of Moogfest, a beloved 40,000-person music festival and technology conference.

Since 2014, Adam has mentored artists and technologists at NEW INC, a creative business incubator inside The New Museum. Adam also volunteers with Defy Ventures, and mentors entrepreneurs impacted by the carceral system.

Adam currently serves as Board Director & Chair of the Capital Campaign Committee at UnionDocs, a nonprofit center for documentary art. 

Before his professional turn, Adam studied art semiotics and cultural theory at Brown University, organized art and music shows, and worked at museums and arts nonprofits.

  • A genuinely supportive, deep thinker, full of creativity and process, every session with Adam was positive (dare I say fun), allowing me to troubleshoot, posit, and dig deep. I'm incredibly grateful for what I uncovered and the helpful guidance and collaboration Adam provided with enthusiasm.

    Jade Akintola
    Founder CEO of WONU

  • Adam is a passionate community builder whose expertise helped us build (and grow) Eventbrite's community platform from the ground up. I trust his guidance, everything he touches is gold.

    Roseli Ilano
    Head of Community at Eventbrite

  • Adam’s work stands out as being really meaningful and impactful—and I think it’s because he has always brought a team of passionate and creative people to all initiatives.

    Christopher Jackman
    Vice President of Marketing at Levi’s

  • Adam is a force of nature. He is everything you could ask for in a business development consultant - he’s responsive, beyond thorough, whip smart, leads with a spirit of generosity and creativity, and digs deeper than anyone I can think of.

    Yehuda Duenyas
    Intimacy Coordinator and Founder of CINTIMA

  • He is wise, insightful, creative, and infinitely knowledgeable about all things arts and culture, business, community building, and what it takes to create a meaningful experience and build memorable brands.

    Julia Kaganskiy
    Independent Curator & Cultural Strategist

  • He offers transformative support to our currently and formerly incarcerated entrepreneurs by sharing his keen business insights, leveraging his innovative problem-solving ability, and modeling his emotionally intelligent leadership style.

    Alexander Toutant
    Business Development Consultant at Defy Ventures

  • A committed, excellence-oriented strategist who melds an intuitive understanding of the zeitgeist with his client's opportunity spaces. His passion for arts, culture and community combined with his business expertise make him a rare treasure.

    Stephanie Pereira
    VP at Astral (former Kickstarter, New Museum)

  • In–Practice navigates the edge of one’s own story to help uncover kernels of truth … We found Adam’s guidance paramount in challenging stale structures and loose ends so we could reevaluate the pillars of our brand and work towards a clearer vision and more aligned goals.

    Hannah Vera Karolina Haehn
    Independent Executive Producer

  • I found Adam's guidance to be invaluable. He put in the work to understand my ambitions intimately and offered incisive industry context, effective strategy, and delineated actionable steps that helped me to hone broad aspirations into a full-time career.

    Reese Donahue
    Technologist and Entrepreneur
    Harvard Business School class of 2024

  • Adam consistently challenges me to break free from conventional boundaries. His ability to find new, creative solutions to any problem or challenge will always sparking fresh ideas and fostering innovative thinking. His rare ability to balance brand sensibility with organizational goals leads to impactful campaigns that resonate with audiences and drive tangible business results.

    Gareth Hornberger
    Senior Director Global Marketing at Eventbrite (former Google, Levi’s)

  • In–Practice is a powerful collaborator, mentor and/or advisor for anyone wanting to grow their business or creative endeavor.

    Nina Sers
    Independent Marketing Executive

  • We trust Adam deeply! His guidance has been invaluable.

    Nicoletta Beyer
    Co-director of Acid-Free Book Fair