Paula Ironside

I’ve been thinking about what role AI should actually have in building a brand. For context, I’m a creative who also uses AI in my creative work. I’m interested in what it opens up, and I can still spend hours fixing an image until it feels right. Both of those things are true. So this isn’t a conversation I can have from a distance. I’m using these tools while questioning what they’re doing to the work, to our expectations, and to the way companies value creative people. And something I keep...

Your customers are asking, sharing and suggesting. There’s valuable brand real estate just below your latest post. Your customers are asking, sharing and suggesting. There’s valuable brand real estate just below your latest post. I came across Archrival’s research while reading Vogue Business, and one finding made me pause: 52% of Gen Z respondents said they looked at comment sections when researching brands and products on social media, compared with 37% who looked at brand profiles and...

A closer look at the visuals, curiosity and creative choices behind the fragrance brand I keep saving. I’m always paying attention to what’s new. Launches, rebrands, new products. A visual that makes me stop because I haven’t seen anything quite like it before. I love discovering things and learning how they were created. What was the reference? How did they get there? Who thought of that? There are brands I save and share as references way too often. LORE has become one of them. What first...