A smart person once said that the difference between the almost right word and the RIGHT WORD is a really large matter: the difference between a lightning bug and lightning.

Are you looking for ideas that sit quietly in a jar? or FLASHES OF GENIUS? We thought so.

In graphic design speak, Lorem Ipsum is dummy type. It tells you something: That words are often the last thing to be filled in. At best, an afterthought. We put words—and ideas—first. We work with clients who want to develop a voice as well as those who do not yet realize that they need one. We help them figure out what they want to say, and how best to communicate it. We understand the POWER of images.

We believe in the magic of words.

Your biggest communication nightmare is our idea of fun.

We know the difference between a lightning bug and lightning.

Our ClientsSo Far

ArtNet, BottegaVeneta, MAC Cosmetics, Marc Jacobs, NARS Cosmetics, Shiseido, The RealReal, Calvin Klein, Proenza Schouler, Becca Cosmetics, HommeGirls, Coty, Billion Dollar Boy, Beauty Labs,

What They Needed

A mission statement.

What We Gave Them

A tagline that communicates externally what ArtNet is and does, galvanizes the troops internally under a single vision, and provides an organizing principle for a dynamic and coherent user experience

What They Needed

A social media narrative for a series of seven short films that comprise the brand’s 2018 ad campaign.

What We Gave Them

A provocative, cinematic voice appropriate for the medium, that gives coherence to a wholly abstract premise.

What They Needed

A Campaign Concept to revitalize a 20-year old franchise.

What We Gave Them

A mission statement, a call to action, tag lines, and an overall vision of the brand for the 21st century allowing it to connect more effectively to millennial consumers. This project also entailed interviewing campaign talent on set with an eye to developing a script for online video content, as well as post-production editing and refining.

What They Needed

A Campaign for Resort 2018.

What We Gave Them

A Manifesto. Concept, copy, and supporting content for the 25-year anniversary and re-edition of Marc Jacobs’s seminal 1993 Grunge collection.

What They Needed

A way to talk about the brand’s 25th anniversary.

What We Gave Them

A coherent year-long campaign concept that connected the dots between a handful of disparate ideas playing up the audacity upon which the brand was founded.

What They Needed

A branded voice for the relaunch of newly acquired Dolce & Gabbana Cosmetics.

What We Gave Them

Drawing on existing interviews and profiles of the designers and brand founders as well as personal experience in the fashion world, we established an authentic Dolce & Gabbana approach to beauty and an overall voice for the category, specifically targeting new product introductions, and rewriting and finessing focus group testing stimuli.

What They Needed

A Style Book

What We Gave Them

A comprehensive roadmap to The RealReal—what they stand for, who they are, and where they want to go moving forward. At a pivotal time when the brand was striving to develop a voice and a visual point of view, this internal facing document helped to lay the groundwork for a total brand identity and teed them up for a successful IPO. Alix and Annemarie would go on to serve as the TRR Editorial Directors on a one-year contract, further developing the TRR voice and deploying it across all channels.

What They Needed

A New Voice For a New (post-designer) Era

What We Gave Them

At a pivotal transition for this global fashion brand, Calvin Klein sought a new way not only to speak to but also to galvanize a generation that values inclusivity, originality, and authenticity. Lorem Ipsum drafted key elements of the new Calvin Klein Brand Book to help set the company on its 360 digital-first, consumer-centric journey.

What They Needed

A Brand Book

What We Gave Them

A Re-Fresh. Proenza Schouler founders Jack McCollough and Lazaro Hernandez had long been the darlings of the New York fashion world. But after 15 years in business, the brand (not to mention its core customer) had grown up, necessitating a new way to think and talk about itself. Lorem Ipsum did a deep dive into the culture and codes of Proenza Schouler, enabling its founders and its newly appointed CEO, to see the brand with fresh eyes and chart a path for its next chapter in its history.  

What They Needed

A new brand architecture to reflect a consumer-relevant, consumer-centric voice.

What We Gave Them

After the Estée Lauder Corporation acquired this sun-kissed Aussie beauty brand, it took a broader view of its mission and its audience. Lorem Ipsum was brought in to align the brand architecture with this new vision, creating external-facing product names and attributes, and helping the brand better connect to Gen Z customers who eschew beauty clichés and embrace real speak. 

What They Needed

A Mission Statement

What We Gave Them

A Manifesto. In the spring of 2019, designer Thakoon Panichgul launched a dynamic multi-media platform celebrating the timelessness of men’s tailoring and the women who embrace it in both style and spirit. HommeGirls at heart, Lorem Ipsum’s Annemarie Iverson and Alix Browne drafted the HG positioning statement, bringing this woman to life on the pages of the platform’s debut print edition and continue to help shape the voice and vision in their roles as HG contributing editors. 

What They Needed

Names for a new Tiffany & Co fragrance franchise.

What We Gave Them

Multiple, out of the (blue) box approaches that reaffirmed and refreshed the codes of this iconic, uniquely American brand.

What They Needed

A Brand Book

What We Gave Them

A new way to talk—and think—about themselves. A scrappy influencer marketing agency started by three friends looked up one day to find it had transformed into a next-gen global creative agency with offices in London and New York. For a company so talented at amplifying the voices of its clients, it had a heck of a time trying to speak for itself. Lorem Ipsum helped Billion Dollar Boy put on its proverbial big boy pants, find its (cheeky, irreverent) voice, and assume its stature as a global creative force.

What They Needed

An Entree into the Beauty World.

What We Gave Them

A vision for beauty technology for 2020 and beyond—not to mention, a buyer. A Cambridge UK tech company with huge wins in the gaming space saw an opportunity to enter the beauty industry. They had talent, ambition, and superior technology—but lacked a way in. Signing on as co-Chief Strategy Officers, Annemarie and Alix not only opened doors to major beauty brands, but also connected the dots between technology and creativity to help Beauty Labs conceive and develop groundbreaking proprietary capabilities that will revolutionize the customer experience in a post-touch world. And as a result of their introduction, in the fall of 2021, Beauty Labs was acquired by the publicly traded biotech company Amyris.

Who We AreAnd What We Offer

Lorem Ipsum founders Annemarie Iverson and Alix Browne  have more than 50 years combined editorial experience, having met in the early 90s while working at Harper’s Bazaar where Annemarie served as the beauty director and Alix as a fashion writer.

Beauty Whisperer

She served for 8 years under Estee Lauder Group President John Demsey as Senior Vice President, Creative Brand Development.

Hunter & Gatherer

In the ELC Venture Group, she dialed up creative turf of acquired brands (Frederic Malle, Rodin Olio Lusso, Le Labo) while overseeing messaging at Tom Ford Beauty and creative expansion at Clinique.

Headliner

Previously, Annemarie was Creative Director at Bobbi Brown Cosmetics and Editor in Chief at Seventeen and YM Magazines.

Know it All

Annemarie has written 3 books: IN FASHION and New York Times Bestsellers Bobbi Brown Beauty and Bobbi Brown Teenage Beauty.

Small Town Girl

Born in Wisconsin, Annemarie graduated from Vanderbilt University and has a journalism BS from NYU. She lives in NYC with her two sons, Francesco and Giacomo, and their two Bengal cats, Cornelia and Titus.

Action Hero

She was Features Director at W Magazine for 5 years where she conceived one of the brand’s most successful digital rubrics: Little W.

News Anchor

Before W, Alix worked at the New York Times, as the Style Editor for the Sunday Magazine and as Deputy Design Editor at T.

Self Starter

She was the founding editor of V Magazine, the sibling publication to the art and fashion publication Visionaire.

Fashion Nerd

Alix is the author of Runway: The Spectacle of Fashion (Rizzoli), examining the transformation of the runway in the digital age, and co-edited Artists and Artists II, a series of portraits by the photographer Jason Schmidt.

Dedicated New Yorker

Raised in Los Angeles, Alix graduated from Harvard, lives in New York City with her daughter Poppy and their two rescue mutts, Louie and Lilac.

Contact Us

Annemarie Iverson , Alix Browne , General Inquiry ,

Email

ami@loremipsumcreative.com

Address

35 West 90th StreetSuite 12HNew York NY 10024

Email

ab@loremipsumcreative.com

Address

35 West 90th StreetSuite 12HNew York NY 10024

Email

info@loremipsumcreative.com

Address

35 West 90th StreetSuite 12HNew York NY 10024