The approach
Strategic
clarity
Every project begins with meaning, the architecture behind the brand. Positioning, narrative, and cultural context form the foundation.
Modern aesthetic direction
A brand’s world must feel contemporary and cohesive. I shape the sensory and visual direction that defines how your brand is perceived.
Cultural intelligence
I interpret shifts in beauty and wellness to ensure your brand feels relevant not just today, but in the landscape that’s emerging.
Founder partnership
I work directly with founders, keeping the process thoughtful, honest, and collaborative. Clarity without the noise of agency layers.
Founder & Creative Director
Paula Ironside
With a decade of experience at the intersection of design, strategy, and cultural research, my work has always been about one thing: understanding how brands feel, and why that feeling matters.
I’ve shaped digital experiences, brand narratives, and creative direction across industries, but beauty and wellness has always been where my instinct for clarity and aesthetic intelligence is strongest.
I founded Hunter & Florence after realising a simple truth: many founders have exceptional products, but their brand story, positioning, and creative direction don’t fully express the depth of what they’ve built. Not because they lack vision, but because they’re too close to it to see clearly.
Today, I work with beauty and wellness founders around the world, helping them articulate who they are, claim their cultural territory, and build brands that feel intentional, modern, and confidently defined.
The story behind Hunter & Florence.
Founded in Oslo, Hunter & Florence is a strategy-led creative studio shaping modern beauty and wellness brands.
What began as a design practice evolved into something deeper: a place where clarity, culture, and creative direction meet.
I work with founders who care about intention, the ones building products that work, brands that endure, and businesses shaped by more than trends.
My role is to bring structure to their vision, language to their story, and direction to their brand’s aesthetic and cultural presence.
Hunter & Florence exists to help founders move beyond intuition into intelligent, cohesive brand strategy that feels contemporary, clear, and unmistakably theirs.
I work with beauty and wellness founders who want to create brands with depth, coherence, and cultural relevance, not quick fixes or surface-level aesthetics.
Whether we’re building strategy, shaping creative direction, or guiding your next chapter, the goal is the same: to bring clarity and intention to how your brand communicates, behaves, and grows.