About Us

Roots to grow and wings to fly

Lorem Ipsum has recently gone through a re-creation, or evolution, if you will.

Like a chrysalis, she was still and silent for a long time, looking inward to find her centre. When the energy had been cleared and she unfurled her wings, she emerged as something new, more defined, and able to take flight.

Having taken almost a year-long sabbatical – L.I. is back, refreshed, renewed, evolved, and ready to create a beautiful space for your story.

“simplicity is the ultimate sophistication.”

Leonardo da Vinci

The story

Originally founded in the middle of the Covid crisis, Lorem Ipsum became a forerunner of the remote creative agency model.

It was a bold dream, but no-one ever did anything new by staying in their comfort zone.

The driving passion? Story telling.

From our beloved books and magazines to brand stories, marketing stories, and publishing stories, Lorem Ipsum creates the space for your story to find its wings.

Today Lorem Ipsum leans more toward the Wordsmith. The specialised focus is copywriting, creative writing, and publishing (see the publishing page for more info on Indie Publishing and how Lorem Ipsum can help get your story into print).

With roots firmly established in the world of marketing and advertising, L.I. has done some remarkable ad agency work and brand creation. Lorem Ipsum has also done a hefty amount developmental editing, language editing, layout and design, and ultimately publishing.

Some happy Lorem Ipsum customers
Okay but what is LOREM IPSUM, actually?

In short:
Lorem Ipsum is place holder text.

In slightly less short:
A designer will insert Lorem ipsum text when the final text is not available. The Lorem ipsum text marks space which will later be filled with finished copy or text.

In Long:
While lorem ipsum text looks like gibberish, it’s actually rooted in Latin text. It comes from Cicero’s 45 BC work “De finibus bonorum et malorum” (“On the ends of good and evil” in English), which is an exploration of ethics.

Facts for Nerds (join the club, we've got stickers)

Arbitrary point of interest:
This text has been the industry’s standard dummy text since the 1500s when someone took a galley of type and scrambled it to make a type specimen book; it has survived, essentially unchanged, for four centuries of letter-by-letter resetting and weathered the leap into electronic typesetting.

Okay, okay. Here it is...

Original Latin text:
“Sed ut perspiciatis, unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam eaque ipsa, quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt, explicabo. Nemo enim ipsam voluptatem, quia voluptas sit, aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos, qui ratione voluptatem sequi nesciunt, neque porro quisquam est, qui dolorem ipsum, quia dolor sit amet consectetur adipisci[ng] velit, sed quia non numquam [do] eius modi tempora inci[di]dunt, ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit, qui in ea voluptate velit esse, quam nihil molestiae consequatur, vel illum, qui dolorem eum fugiat, quo voluptas nulla pariatur?”

Translation by H. Rackham:
“But I must explain to you how all this mistaken idea of denouncing of a pleasure and praising pain was born and I will give you a complete account of the system, and expound the actual teachings of the great explorer of the truth, the master-builder of human happiness. No one rejects, dislikes, or avoids pleasure itself, because it is pleasure, but because those who do not know how to pursue pleasure rationally encounter consequences that are extremely painful. Nor again is there anyone who loves or pursues or desires to obtain pain of itself, because it is pain, but occasionally circumstances occur in which toil and pain can procure him some great pleasure. To take a trivial example, which of us ever undertakes laborious physical exercise, except to obtain some advantage from it? But who has any right to find fault with a man who chooses to enjoy a pleasure that has no annoying consequences, or one who avoids a pain that produces no resultant pleasure?”

Long story, short: You get out what you put in. Want to be successful? Do the work. Don’t give a crap? Carry on. Either way your chances are pretty much 50/50.

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So, why the (super-cool, trademarked) comma?

When reading, a comma represents a pause; a place to take a breath; a space.

A pause is a moment to think, recalibrate, take stock, perhaps join forces with like-minded people who can help you.

The Lorem Ipsum comma creates the space where you breathe life into your work, it’s the creation of a space waiting to be filled with your story.

The comma is Lorem Ipsum. Lorem Ipsum is the comma.

So take a deep breath, and dive into the crucial question. Ready?

What’s your story?