Language for the business you’re becoming.
Senior copy and messaging leadership for companies evolving their product, brand, or market.
Move your language forward
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Move your language forward 〰️
As businesses evolve, language needs to change too.
What once captured the business can suddenly stop reflecting where it is today or where it’s headed.
And when you’re close to the work, those shifts can be difficult to see.
Sometimes what’s needed isn’t just a new message, but a clearer articulation of what the business is becoming.
Modern English helps growing companies develop the language they need for what’s next.
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.
He has spent his career helping ambitious companies navigate growth, product evolution, and market change — first from the inside, and now as an independent partner.
Today, James works with founders, product marketers, brand teams, and in-house creatives to:
• understand what’s changed
• decide what matters now
• create language teams can rally around
Trusted by teams including:
Defined a unified language framework for Spotify for Artists’ fan development suite, aligning artist tools around one narrative.
Shaped how Heidi presents itself as it evolved into a broader AI care platform, supporting its transition into a new category.
Repositioned Pilot beyond symptom-led healthcare, defining a brand platform centred on self-improvement and long-term health.
Reframed Origin’s product offering for a younger generation of investors, helping the platform connect with a new audience and stage of growth.
“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 typically helps:
Finding the language
Positioning
Narrative
Verbal identity
Messaging systems
Voice and tone
Putting it to work
Product messaging
Launch communication
Websites
Customer touchpoints
Sales enablement
Creating alignment
Strategic workshops
Team guidance
Messaging reviews
Agency & partner direction
Language standards