Sometimes, the best-laid plans aren’t plans at all. Boulder’s Standard Practice, our 100th agency member, was driven by something other than a grand vision: client demand.
The founders connected at a previous agency, and when it closed, clients knocked down their yet-to-be-opened doors to see if they’d continue working with them. This unexpected “pull” made them realize they had a unique opportunity. After freelancing, they decided to formalize their collaboration and start Standard Practice.
We caught up with Myles Riggs (partner, creative), Dave Schiff (partner, creative and brand strategy) and Renae Newman (account director) to find out the indie’s story, how it grew and where it’s headed next.
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Agency stats
- Founded: 2015
- Location: Boulder, Colorado
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Agency stats
- Founded:
- Location:
Best-known for
The agency is best known for its behind-the-scenes work with major brands. It prioritizes the impact of its work over seeking awards or recognition.
- Key Services: Brand strategy, creative design, and account management.
- Notable Projects: Defining Lyft’s early brand identity, launching Coke Zero, and ongoing work with Under Armour.
- Philosophy: Letting work speak for itself and relying on word-of-mouth referrals.
Why the agency loves being indie
Independence is a deliberate choice driven by the desire for control and the belief that urgency builds great work for brands.
- Independence is about autonomy: The agency values the freedom to define its path and make its own decisions.
- Independence comes with challenges: It also means facing uncertainty and the fear of potential failure.
- Independence drives motivation: The inherent risks of independence create a sense of urgency and drive that fuels the agency’s work.
Why brands should work with this agency
They genuinely get what matters most—helping clients hit their business goals. Unlike agencies that are about winning awards or blindly making the client happy, this team focuses on what drives results, even when the conversations are tough.
They put themselves in the client’s shoes, think about what keeps them up at night, and do whatever it takes to make it happen, whether creating something super creative or just getting the job done with a practical approach.
Why talent should put this agency on their list
It’s all about genuine collaboration and advancing great ideas, whether they come from the client, the account team, or our creatives.
It’s not about talking the talk; they live it by working closely as partners and focusing on what truly matters: doing the best work. The team is competitive but also highly supportive once an idea takes off, and they make a real effort to mentor junior creatives so they grow into strong, confident professionals.
It’s not about revenue or lip service; it’s about being part of a team that values everyone’s contribution.
Marketer shout out
Jason Kello (Ursa Major)
- Director of Marketing at Ursa Major, a company that is “not even international…they’re like interplanetary” because they make rocket engines.
- It’s “rock star meets rocket scientist” with unique product names like “Hadley” and “Ridley.”
- Interested in projects that align with the “optimism of interstellar exploration” rather than just defense.
Jessica Jacoby (Aspen Skiing Company)
- “Got a little bit of a girl crush on Jessica Jacoby from Aspen Skiing Company” for her strong leadership and impressive work in the ski industry.
- Known for being “such a badass” and bringing “strong leadership over there from a female marketing perspective.”
Andrew Katz (Athletic Brewing)
- Focused on the “NA trend, the non-alcoholic sector,” evolving even in unexpected places like “men’s beer league hockey.”
- An opportunity to “tap into that deeper undercurrent that’s running through culture” and “define what it means for so many people,” beyond the “surface level insights” currently leveraged.
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Contact
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- About the Author
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
