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 a company changes, its language can quickly fall behind.
What once worked can start to sound vague, generic, or tied to a version of the business that no longer exists.
Modern English sharpens how companies explain their value, so teams are aligned and customers get it faster.
Work for teams including:
Created a campaign platform for Spotify for Artists’ growing set of fan development tools.
Created product messaging for Spotify’s Reserved, introducing a new Premium benefit.
Developed brand language for Heidi’s evolution from medical scribe to AI care platform.
Shaped Pilot’s verbal identity beyond symptom-led messaging toward self-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.”
Leah Mahtani
Former CMO, Heidi
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 spent his career helping teams find the words for new products, complex ideas, and moments of change.
Today, he works with brand, marketing, and product leads to make their thinking clearer internally and the language sharper in market.
Where Modern English helps:
Define the language
Positioning articulation
Narrative development
Messaging frameworks
Verbal identity
Apply the language
Product & launch messaging
Web messaging
Product experience copy
Content & campaign language
Align the team
Language workshops
Messaging standards
Internal language guidance
Copy reviews