Clarity when things get complicated.
I help product and brand teams communicate more clearly across launches, product changes, and growth moments.
For when the language has to hold up.
I’m James Aviaz, founder of Modern English.
I write and develop messaging for product and brand marketing.
Before starting Modern English, I worked in-house at Uber and Spotify, navigating rapid growth, product change, and stakeholder complexity.
Today, I help ambitious teams create clearer communication they can align around and take to market with confidence.
Trusted by teams navigating growth and change.
Working at the intersection of product and brand.
Product Marketing & GTM
When products launch, positioning shifts, or teams need clearer communication.
Outputs might include:
• websites, landing pages, and launch pages
• launch messaging
• onboarding and lifecycle emails
• product/platform positioning
• product marketing assets
• in-product messaging
Brand & Narrative
When companies need clearer positioning, messaging, and tone of voice.
Outputs might include:
• brand foundations
• taglines and naming
• tone of voice
• manifestos
• brand platforms
• campaign messaging
What clients say:
“James has played a key role in shaping how Heidi presents itself to the market as the product evolves. His work on our brand and the ‘AI Care Partner’ narrative helped clarify our position and how we talk about the product and category today.”
– Leah Mahtani, CMO, Heidi