The approach
Brand architecture
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.
Defining White Space
I position your brand out of the noise and interpret shifts 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.
Hunter & Florence is a strategy-led creative studio in Oslo, specialising in brand development for beauty and wellness.
I work with founders who are building high-value brands, either backed by capital or ready to get there.
My role is to bring structure, positioning, and creative direction into one system. So the brand is not just visually strong, but commercially clear and scalable.
This includes defining the brand’s foundation, shaping its identity, and directing how it shows up across every touchpoint.
The result is brands that stand apart in crowded markets, and hold their position as they grow.
I work with 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.