Poetry, wrote Coleridge, is the best words in the best order. Even in the more gritty context of commercial copywriting, that’s not a bad starting point. But also, decent copy should be straightforward without being simple, clever without being clever-clever, lively without being breathless. Use copy intelligently, and you can bring another dimension to graphic design and branding. Neglect it, and style has won over substance. This site is a taster of the work totalcontent has been involved in over the past few years. We wouldn’t be so bold as to say they’re the best, but you’ll certainly find good words in good working order. It’s not poetry after all.