The right language for right now.
Brand and product messaging for companies changing how they show up.
Get your messaging up to speed.
When your company’s language lags behind your ambition, it can slow down your ability to scale.
Do these sound familiar?
Problem 1:
“We’ve grown up as a business, but our old language sounds a bit hokey.”
See:
your homepage vs. your updated positioning.
Result:
Your customers are transacting with a company that no longer exists.
Problem 2:
“Our brand and products sound like they’re two different companies.”
See:
your brand campaign vs. your hero product pages.
Result:
Your customers feel bait-and-switched by your split personality.
Problem 3:
“Every team explains the exact same thing in different ways.”
See:
every Slack post in the project channel.
Result:
Your customers get mixed messages about what you’re selling and why it matters.
Some problems I’ve helped solve:
Built the product narrative and messaging framework as Spotify for Artists expanded its fan development ecosystem.
Shaped Heidi’s positioning and messaging through a major fundraise, brand update and product expansion.
Reframed Pilot as it moved from symptom-focused health marketing toward a broader self-improvement brand.
From global brands to fast-scaling companies.
I’m James Aviaz — a Senior Copywriter & Messaging Lead, formerly in-house at Spotify and Uber in New York.
I’ve worked with companies through launches, repositioning, category shifts and growth, shaping the messaging and language around each transition.
I’m based in Melbourne and work 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 get your language unstuck.
Tell me what you’re working on and where language is getting in your way.