Even as the world changes, our aim is to keep things real and human. The work is grounded in insight and experience.

There’s no house style, no assumptions, every work is shaped and tailored to its purpose, people, and place.

Less Paradox is a small, focused design studio that builds brands with personality.

Every project is led by Tony Dianoff, an experienced creative with a background in branding, packaging, product development, and creative direction. Tony has worked with a wide range of brands across Finland and has earned multiple recognitions from respected design awards, both nationally in Finland and internationally.

Design work is supported by Marika Luoto, who assists as an Art Director. She brings a sharp eye, fresh perspective, and hands-on creativity to the process.

When a project needs more hands, we collaborate with a close-knit network of creatives. Writers, developers, photographers, each chosen for their fit, not just to fill a role.

We come from a branding and FMCG background, but our work goes well beyond the label. Whether you're building a brand from scratch or evolving an existing one, we bring clarity, design, and storytelling together to help your brand connect and grow.

We're not locked into one style or format. We’ve created names, identities, packaging, websites, campaigns, retail concepts, and content ideas. If it helps your brand resonate with people, we’re in.

Every project is tailored from the ground up. No templates, no shortcuts. We take time to understand your brand, your goals, and your market. Then we build something that actually fits.

Above all, we make sure your brand works where it matters: on shelves, in stores, online, and in people’s hands and minds. We’re here to make it clear, make it real, and make it stand out.

We’re flexible in how we work: project-based or as a retainer. You tell us what you need, and we’ll make it happen. We also collaborate with other agencies when needed. If that sounds like the right kind of partnership, let’s talk!

  • We craft cohesive brand identities that serve as the foundation for everything else, guiding tone, visuals, and experience. For us, branding isn’t a layer, it’s the core that shapes how everything communicates and connects.

  • We design packaging that does more than hold a product, it tells a story, sparks emotion, and invites interaction. Thoughtfully crafted forms, materials, and finishes turn everyday moments into brand experiences. For us, packaging isn’t just a wrapper, it’s a touchpoint that shapes how people see, feel, and remember your brand.

  • Rather than chase a signature aesthetic, we adapt our creative approach to reflect each brand’s unique character. Our goal is to deliver standout, intelligent design that’s both purposeful and memorable.

  • From positioning to messaging, we develop strategies that align business objectives with audience insight. Our work bridges long-term brand vision with tactical, actionable plans.

  • We focus on precision: delivering the right message to the right people, at the right time. Every campaign is built around a clear goal, with outcomes refined to maximize results.

  • We help shape physical products and service experiences that embody your brand. Whether it’s packaging, in-store touchpoints, or service design, we ensure every interaction is intentional, aligned, and memorable—translating your brand into the real world with clarity and consistency.

Awards & Recognitions

Awards aren't the goal, great work is.
While it's always an honor to be recognized, awards have never been the driving force behind our work. For us, the real reward is creating meaningful, effective design that moves people, builds brands, and solves real problems. The trophies are just a nice bonus.

2022 Grafia, Vuoden Huiput | Silver | Strategy & Design

2021 World Brand Design Society | Bronze | Design

2020 Grafia, Vuoden Huiput | Gold | Video Ad’s

2015 Heineken Ideas Brewery | Gold | Product Strategy & Design

2014 A’ Design Award | Gold | Design

2014 A’ Design Award | Bronze | Design

2011 Grafia, Vuoden Huiput | Gold | Design & Communication

2011 Starpack Industry Awards | Gold | Design

2011 Pentawards | Gold | Design & Communication

2011 Pentawards | Silver | Design & Communication

2010 Starpack Industry Awards | Bronze | Product & Design

2010 Metsä Tissue Award | Gold | Product & Design

2009 Starpack Industry Awards | Gold | Product & Design

2008 Aluminium Pack Award | Bronze | Product & Design

Request for Proposal

Happy to give a quote for your project, and if you think we could be a good match. You can contact through the form below or call Tony Dianoff 040 8429463.

Before you contact, here are a few key steps we take to set the stage for great work and to get the proposal. This part of the process is all about getting aligned, building clarity, understanding the project scope and getting to know each other.

We call this The Foundation Phase, and it includes three important steps:

  • This is your first step in connecting with us, whether by phone or through our contact form. Share your idea, need, or challenge, and we’ll take the time to listen carefully. From there, we’ll explore how we can support you. It’s the beginning of a potential partnership, and we want to make sure we’re a great fit for each other.

  • Next, we’ll have a in-depth conversation (usually a call) where we ask questions to learn more about your business, your audience, and what makes you unique. This step helps us understand your vision, your challenges, and what success looks like for you. It’s all about clarity, so we can create a brand that truly fits you.

  • After we understand your needs, we’ll send you a detailed proposal that outlines the scope, timeline, and costs. Once you approve it, we’ll get everything official with contracts and set timetables.