Consultant and Editor Jim Davis on Creative writing for Brands

When I started Blank Paper Project, one of my biggest goals was to celebrate and showcase independent artists, illustrators and writers from all over the world and create a platform for all the stationery-aficionados like myself. So whenever I stumbled upon a creative person from my circle or beyond from the big World Wide Web, I wanted to instantly share the stuff he/she created with rest of the world. So when my clicks got me to the totalcontent website, the first thing I noticed was this beautiful orange notebook with a double-decked bus stamp on it.slide1-lg

 totalcontent is a UK-based company that helps agencies and companies with cross-disciplinary writing services, and help set tone of voice for their business. They offer creative copy solutions to assist clients for designing a brand identity; from creating a website, a well-crafted snappy name to anything that would bring words to their aid.

Jim K Davies, the writer, editor and consultant at totalcontent shares his creative journey, and his stationery collection with us. Thank you so much Jim for joining us for these series.

Tell us what inspired you to start totalcontent?

I started out as a design journalist, writing about design for magazines and newspapers in the UK and US. Through this I made a lot of friends and contacts in the design world, who’d ask me to help them out with words. Before long, the commercial writing took over, so I set up totalcontent with my wife Deborah [Kings], who mainly looks after the business side. Working as totalcontent gives us the flexibility to bring in other talented people on projects when necessary. We like to come across slightly playful and for the enjoyment we get from writing to shine through.

Which brands do you think have it right with deciding the tonality of their brands?

It goes in cycles — I guess it depends on the people and structure in place at the time. Ten years ago, in the UK at least, Orange and Innocent were held up as the champions of brand tone of voice, but now they’ve gone off the boil. Currently, there are some smaller brands like Hiut Denim and Peppersmith whose written personality is great. Though they’re very different, they don’t try too hard and have their own particular charm.

I must say the poem about a certain Mrs McCave had me in splits. Do you have more of these gems to share?


I really enjoy nonsense poetry and wordplay. I think it shares something with copywriting in that it has to be concise, keep the audience engaged and find a twist. Though Dr Seuss was nominally writing for kids, his verbal dexterity is a delight to all:

How did it get so late so soon?
It’s night before it’s afternoon.
December is here before it’s June.
My goodness how the time has flewn.
How did it get so late so soon?”

John Hegley is great too:

My doggie don’t wear glasses
so they’re lying when they say
a dog looks like its owner
aren’t they?”

 And of course, the late, great Spike Milligan:

“ ‘Farewell,’ said the man who was drowning.
Said the man with the disease, ‘goodbye’.
So the man who was drowning, drownded
And the man with the disease past away.
But apart from that,
And a fire in my flat,
It’s been a very nice day.”

What do you feel when you stare at a blank page, before your words shape on the whiteness of the document? 

I don’t usually have the luxury to feel anything. I have deadlines to meet!

If someone issues a search warrant for your work station, what are they likely to stumble into?

A plastic orange nose that holds my reading glasses when I’m not using them, a Mondrian mouse mat, a silver iPod Classic, a tub of gum, a collection of Stabilo fibre pens of many colours, my late father’s Parker 75, an Artemide Toledo desk light, and of course my trusty 27-inch 2010 iMac. Deborah’s desk is directly opposite and is mirror image of mine, although she doesn’t have a plastic orange nose or nearly as many pens.

Which journal are you using currently?

I’m currently using a Leuchtturm1917 Whitelines notebook , which combines with an app to upload written notes to Evernote. I have to admit I’ve only done this once to check if it worked. Leuchtturm1917 is my favourite notebook at the moment (orange A5 squared). But I still have a soft spot for Rhodia and Quo Vadis Habana too, partly because they satisfy my craving for anything orange, but mainly because they are really well made and pleasing to write on. Browsing in stationers in Europe is most definitely one of my guilty pleasures — especially France and Italy.

About the beautiful bus-stamped notebook, it was a random purchase at the local Sainsbury’s supermarket a couple of years ago. I was attracted to it simply because it’s orange and on sale for about £2. There were a couple of different designs (a car also, I think), and the notebooks came in purple too. But I have to say, it was really disappointing. The paper was thin, so even a fibre tip showed through and the writing splayed. So after eight pages I gave up with it. There’s no information on it, but it says Fountain on the back.


Follow totalcontent on Twitter and be privy to their stationery-obsessed conversations, and awesome links sharing.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s