What’s in a name? We originally wanted just Content, but of course this had already been snaffled. So we scratched around for a suitable prefix – ‘utter’ and ‘pure’ were mooted, but we eventually settled on ‘total’. It describes the inclusive range of work we take on, and is a nod to Total Design and total football, two examples of Dutch virtuosity. We also like the play on ‘content’ = ‘what is contained’, and ‘content = ‘peaceful happiness’.