Language for the business you’re becoming.
Copy and messaging leadership for companies evolving their product, brand, or place in the market.
Move your language forward
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Move your language forward 〰️
When products evolve, markets shift, or the category moves, the way a company talks about itself has to change.
But often, there’s a lag.
The words that used to work can feel thin, generic, or tied to an earlier version of the company.
And when you’re close to the work, it’s hard to see.
Modern English helps companies make sense of what’s changed and find the language to move forward.
Expertise built where language had to keep up.
Modern English is led by James Aviaz, formerly in-house at Spotify and Uber in New York.
James has shaped language for technology companies where products changed, teams moved fast, and the words had to work across brand, product, marketing, and leadership.
He brings that experience to businesses working through launch, growth, and change — helping teams find language they can stand behind, align around, and build on.
Trusted by teams including:
Defined the language for Spotify for Artists’ fan development suite, aligning artist tools around one clear narrative.
Created product messaging for Spotify’s Reserved ticketing benefit, introducing a new fan experience.
Developed foundational brand language for Heidi as it evolved from a medical scribe into an AI care platform.
Shaped Pilot’s verbal identity as the company expanded from symptom-led care into longer-term health improvement.
“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 today.”
— LEAH MAHTANI, FORMER CMO, HEIDI
Where Modern English helps:
Define the language
Positioning articulation
Narrative development
Messaging frameworks
Verbal identity
Voice and tone
Apply the language
Product & launch messaging
Web messaging
Product experience copy
Content & campaign language
Sales enablement copy
Align the team
Language workshops
Messaging standards
Internal language guidance
Agency & partner direction
Copy reviews