The approach
Brand architecture
Every project begins with meaning. We take the time to understand the brand, its people, its category and the culture around it, then find the clearest way forward.
Modern aesthetic direction
A brand should feel contemporary without feeling trapped in the moment. We look for the visual language that feels right for your brand now, while leaving room for where it’s going next.
Defining White Space
Positioning isn’t only about what you say. It’s also about what you choose not to say, where you show up, and the space you create for your brand to mean something.
Founder partnership
We work closely with founders because nobody knows the brand like the person who built it. Our role is to bring an outside perspective, ask the questions that are harder to ask from the inside, and help turn instinct into intention.
Paula Ironside
Founder & Creative Director
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.
Nina Michalewska
Creator & Campaign Strategist
I sit at the intersection of brands and creators, and I make sure both sides win. With 4+ years of experience, my expertise spans two things that go hand in hand: influencer marketing, and producing the content itself, from photoshoots and video to campaign content, start to finish. It's not just about placing names on a list; it's real storytelling, real connections, real results.
I build long-term, personal relationships with creators I dig for the stories they actually want to tell, and ground them in what the brand truly stands for. I don't just place influencers, I understand both sides of the table. I represent and manage creators directly, so I know how to brief well, build authentic partnerships, and negotiate deals that work for everyone.
I've worked with brands including Charlotte Tilbury, Shiseido, Bimba y Lola, Pull&Bear, La Roche-Posay, Nivea, and 1664 Blanc. I'm now bringing that same approach into tech.
Mark Ladyshau
Tech & Product
I'm a product and technical partner. I work with teams getting new products off the ground, and with teams making existing products clearer, more useful, and easier to run.
I've worked across B2C and B2B products at Netflix and Snowflake, as well as with smaller companies and startups. I stay close to the work from product direction through building and delivery, shaping the systems a team needs to keep moving.
That means looking at both the product and what supports it: how it works for the people using it, the data behind it, and the processes and automation that make day-to-day work easier. I build for the people using the product and the team responsible for running it.
The story behind Hunter & Florence.
Hunter & Florence is a strategy-led creative studio for brands in beauty and wellness.
We work with founders who are building meaningful brands and want the brand to grow with the business, not simply look good alongside it.
Our work sits at the intersection of strategy, creativity and culture. We start by getting curious: about the brand, the people behind it, the category it lives in, and the world around it.
Then we turn that understanding into something clear, a position, a point of view, a visual world and a direction that feels distinctly yours.
Because the best brands don’t need to shout. They know what they stand for, why it matters, and how to make people feel it.
We work with founders who want to build brands with depth, coherence, and cultural relevance.
Not quick fixes. Not surface-level aesthetics.
We’re here for the messy middle, when you know there’s something worth building, but you need the clarity, perspective and creative thinking to bring it fully to life.
Whether we’re building strategy, shaping creative direction, or helping your brand show up in the world, the goal is always the same: to bring clarity and intention to how your brand communicates, behaves, and grows.