The right language for what’s changing.
Positioning, messaging and copywriting for evolving products and companies.
What Modern English helps solve
As your product or company evolves, the language often doesn’t keep up.
Your business growth is outpacing your brand
The company has changed, but its positioning and verbal identity reflect an earlier version of the business.
Your product growth is outpacing your messaging
The product has become more complex or capable, but the brand and product marketing are lagging behind.
Your team growth is outpacing your shared language
More people are explaining the business, but they’re not working from one clear, shared framework.
Selected work
Built the product narrative and messaging framework as Spotify for Artists expanded its fan development ecosystem.
Shaped Heidi’s positioning and messaging through a major fundraise, brand update and product expansion.
Reframed Pilot as it moved from symptom-focused health marketing toward a broader self-improvement brand.
From global brands to fast-scaling companies
James Aviaz is a Senior Copywriter & Messaging Lead, formerly in-house at Spotify and Uber in New York.
He has worked with companies through launches, repositioning, category shifts and growth, shaping the messaging and language around each transition.
Based in Melbourne and working with clients globally.
“James played a key role in shaping how Heidi presents itself to the market as the product evolves. His work clarified our position and how we talk about the product and the category.”
Leah Mahtani
Former CMO, Heidi
Let’s clarify what comes next.
Tell me what’s changed and what you now need to explain better.