• About us


    totalcontent is a creative copywriting partnership that has a way with words, and ideas on how your business can use them intelligently. Our writing is straightforward without being simple, clever without being clever-clever, lively without being breathless.

    We help organisations and agencies hit the right note and put the right words in the right places. If you want help with your tone of voice, brand positioning, a website, a snappy name, a well-crafted thousand words or anything in between, you know where to come.

  • Biographies

    jim deb

    jim k davies.

    deborah kings.

    Jim uses words as the starting point for creative ideas. He’s helped clients such as Paul Smith, Royal Mail, Nokia and Orange with everything from one-liners and naming to ads, books, websites, social media and annual reports. He’s also a published author and columnist whose distinctive brand of cultural commentary has appeared widely in design magazines and national newspapers. Deborah runs the totalcontent studio, as well as helping out with writing assignments. A former account director at a top London PR company, Deborah has a keen editorial eye and ran the writing workshops at her agency. Blessed with impeccable taste and judgement, she’s hot on brainstorming ideas, editing, proofing, and press release writing... and chases late payments like a rottweiler.
  • Clients

    Variety, as they say, keeps things spicy. totalcontent helps a tasty range of clients, from chunky well-known brands, to smaller, funkier clients. Several we work with directly, others via some of the most creative agencies in the UK.




  • Boots
  • Crabtree & Evelyn
  • Godiva Chocolatier
  • LEGO Education
  • London Philharmonic Orchestra
  • Marks & Spencer
  • National Gallery
  • Neal’s Yard Remedies
  • Neff
  • Nokia
  • Orange
  • Paul Smith
  • The Premier League
  • Royal Mail
  • Sharp Corporation
  • Sport England
  • Supercell
  • Tesco
  • Thomas Pink
  • V&A
  • Waterstones
  • Alphabetical
  • Barnbrook
  • Blast
  • Face37
  • Interabang
  • hat-trick
  • MadeThought
  • Magpie
  • NB
  • Pollitt & Partners
  • Proxy Studio
  • Purpose
  • Rose
  • Spy
  • StudioMakgill
  • Stylorouge
  • Supple Studio
  • The Chase
  • The Partners
  • True North
  • Why Not Associates
  • The Guardian
  • Sunday Times Magazine
  • Daily Telegraph
  • Financial Times
  • The Independent
  • Management Today
  • Design Week
  • Print
  • Baseline
  • Domus
  • Idea (Japan)
  • Grafik
  • Eye
  • U&lc
  • Circular
  • GQ
  • Ray Gun
  • Campaign
  • Pipe
  • Hilton Guest
  • Holts (Canada)
  • Publications

    Jim has written, contributed to and edited several well-received books – these include works on design and advertising, as well as chapters of fiction published through writers’ group 26.

    ‘The Book of Guinness Advertising’ Guinness Publishing, 1999; ‘Delicious: The Design and Art Direction of Stylorouge’ Gestalten, 2001 (editor); ‘Paul Smith: True Brit’ Design Museum, 1998; Royal Mail Year Book (The Stories Behind the Stamps) 1999; Royal Mail Year Book 2000; Royal Mail Year Book 2001; Royal Mail Year Book 2002; Royal Mail Year; Book 2009; Royal Mail Year Book 2010’; ‘10: Markit’s First Decade’ Why Not Associates, 2012; ‘Guy’s Tower: 40 Years On’, Spy, 2014.

    bits of books.

    ‘Paul Smith: You Can Find Inspiration In Everything’ Violette Editions, 2001 (chapter); ‘Rian Hughes: Art, Commercial’ Gestalten 2002 (introduction); ‘Thomas Manss — Ordnung & Eccentricity’ Gestalten 2002 (chapter); ‘26 Letters: Illuminating the Alphabet’ Cyan, 2004 (chapter); ‘From Here to Here: Stories Inspired by London’s Circle Line’ Cyan, 2005 (chapter); ‘Common Ground: Around Britain in 30 Writers’ Marshall Cavendish Editions, 2006 (chapter); ‘Bard & Co: Shakespeare’s Role in Modern Business’ Cyan, 2007 (co-editor and chapter); ‘26 Words: Exploring the DNA of Language’ Letter Exchange 2014 (chapter); ‘Out Of The Blue: The Essence and Ambition of Finnish Design’ Gestalten 2014 (interviews and chapters).

  • Awards

    In 2008, Jim received about the highest creative honour you can get — a D&AD Gold Award for his work with the Partners on the National Gallery’s ‘Grand Tour’. One of the six Royal Mail Year Books Jim has written was nominated for a D&AD Silver Award in 2010, and our work has been accepted into the D&AD Annual eight times.

    Elsewhere, we picked up ‘Best Private Sector Annual Report’ at the 2006 Communicators in Business Awards for the Oskar annual report, and an Award of Excellence at the 2005 Communication Arts for the Orange CSR report. Our work has also been recognised at the Cannes, Fresh, Cream, Design Week, Benchmark, and DBA Awards.

    Jim has served on many creative juries, including D&AD, Design Week and BAFTA. In 2012, he was foreman of the D&AD Writing for Design jury in D&AD’s 50th anniversary year.
  • jungle
  • bananas
  • toothsome
  • spectacle
  • schlepp
  • tourist
  • gander
  • miscellany
  • letters
  • alphabet
  • jolly
  • smitten


New work. Book reviews. Ideas. Likes and gripes. The following blog is something of a random visual and written notebook brought to you by totalcontent. We’ll be covering a wide range of topics, from projects and prospects, to words and writing, to typography and technology, graphics and popular culture… and much more besides. Hope it tickles your fancy and feel free to have your say.
31 Dec 2019

2020 Visionaries — a specs-tacular new calendar.

Sometimes the obvious ideas work best. A couple of years ago, I was on a London-bound train to meet my great friend and collaborator, Supple’s Jamie Ellul, when I saw ‘2020’ printed in a newspaper. I immediately thought of 20:20 vision, opticians, glasses and Jarvis Cocker.

putting our stamp on the Royal Mail Year Book.

Once again, we were delighted to have contributed to Royal Mail’s flagship philatelic products this year. Aimed at collectors, the Royal Mail Year Book and Royal Mail Year Pack beautifully bring together all the pictorial special stamps issued during the past 12 months.

how to succeed at UAL.

We were asked by our friends at Spy Studio to write a 90-second animation script illustrating UAL’s ‘assessment criteria’. You can see the final film below.

naming a new education initiative in India.

We have mixed emotions when a new naming brief comes in. It’s going to be exciting, but it’s not going to be easy. Fortunately, when Melbourne agency For Studio asked us to put our naming hats on, we passed the exam. Naming is fraught. More so than ever.