Language for what comes next.
Helping companies shape the narrative, messaging and copy for important moments of change.
When to bring Modern English in
Launching a product or proposition
For a new product, feature, offer or campaign that needs a sharper story, clearer messaging and launch-ready language.
Defining or evolving the brand
For a company whose category, ambition or direction has changed and now needs a clearer positioning and verbal foundation.
Bringing the story to market
For a website, campaign or launch that needs to turn an agreed direction into clear, distinctive copy.
Selected work
Created Take Your Fans Further, a campaign platform and messaging framework for Spotify for Artists’ fan development tools.
Shaped product messaging and UX copy for Spotify Reserved, a new Premium benefit, across in-app, email and ticketing flows.
Helped define Heidi’s proposition, brand language and AI Care Partner positioning ahead of its Series B.
Created Level Up Your Health, a brand line and verbal identity built around long-term improvement in men’s health.
Led by James Aviaz
James is a Senior Copywriter & Messaging Lead, formerly in-house at Spotify and Uber in New York.
He works with brand, marketing and product leaders to clarify the story, shape the messaging and create the language used in market.
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 make the language clear.
Tell me what you are launching, changing or trying to explain.