Language for what comes next.
Positioning, messaging and copy for evolving products and companies.
When to bring Modern English in
The product has become harder to explain
The proposition or market position is unclear as products launch, expand or shift.
The company no longer sounds like what it has become
The narrative, messaging or verbal identity has fallen behind the business.
Different teams are using different language
Product, brand, sales and leadership are explaining the same thing in different ways.
How the work takes shape
01 Establish the direction
Decide how the product or company should be understood and communicated.
02 Build the messaging system
Define the proposition, message hierarchy, audience messages, claims and terminology.
03 Write the core materials
Apply the launguage to the website, launch, deck, campaign or product experience.
Selected work
Built the product narrative and messaging framework connecting Spotify for Artists’ fan development tools and launches.
Helped clarify Heidi’s evolution from medical scribe to broader AI care platform, shaping its brand, product and category messaging.
Developed Level Up Your Health, repositioning Pilot around confidence, self-improvement and a long-term view of 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 upstream of the copy, carrying the work from the initial positioning and messaging decisions through to the final language.
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 the business now needs to explain.