Messaging that works.

Helping startups nail positioning, narrative, and a voice that scales.

Growth creates complexity.
The right message brings focus.

Whether you’re racing toward a launch or quickly outgrowing how your brand comes across, I’ll help:

✔ Define a clear, defensible position
✔ Shape sharp, differentiated messaging
✔ Build a distinct, consistent voice

Because even the best teams and tools struggle without a clear message to rally around.

Trusted by fast-moving startups — and global leaders.

James Aviaz, Brand & Messaging Lead

Big-brand thinking. Startup pace.

I’m James Aviaz — Brand & Messaging Lead, and founder of Modern English.

I’ve worked inside fast-moving teams (ex-Uber, Spotify) where the message had to be clear, adapt quickly, and grow with the company.

Now, I help startups do the same.


TL;DR

→ Positioning and messaging
→ Series A and up
→ Sprint or ongoing

Working together — sprint or scale.

Positioning & Messaging Intensive

4–6 weeks

A focused sprint to define your position, sharpen your message, and and give you the language to launch with confidence.

Fractional Brand & Messaging Lead

Retainer

An ongoing partnership to evolve your positioning, messaging, and voice as you scale.

From core message to market-ready.

1. Define your position

Find a positioning that’s compelling, credible, and defensible as you grow.

2. Shape your message

Build the story, voice, and key messages that earn attention and trust.

3. Lock in the language

Codify the words that keep your message clear, consistent, and compelling.

  • "James was pivotal in shaping Pilot's brand positioning, verbal identity and approach to storytelling. He truly captured the spirit of the brand and helped in crafting impactful messaging that resonated with our users. His expertise and thoughtful, collaborative approach brought immense value to the project."

    — Olivia King, Former Head of Design at Eucalyptus

  • “James has a talent for simplifying complex ideas into clear, human language. We had been struggling to communicate consistently, but with his help, we found a clear and confident voice that truly connects with our audience. His thoughtful approach and fresh perspective made working with him effortless and left a lasting impact.”

    — EDI Leader, Audio Company

Ready to get your message right?