Clarity when things get complicated.
Copywriting and messaging for launches, product changes, and company evolution.
When the language has to hold up.
I’m James Aviaz — copywriter, messaging lead, and founder of Modern English.
Before going independent, I worked in-house at Uber and Spotify — so I know what it’s like when writing has to withstand rapid growth, shifting priorities, and stakeholder complexity.
Today, I help founders and marketing teams navigate those same challenges through launch pressure, product updates, and brand changes.
My work is focused on helping teams communicate with greater clarity and confidence — both inside the building and in-market.
Working with growing companies and established brands.
My areas of focus:
Product Marketing
Typical deliverables include:
• websites
• landing pages
• product pages
• customer emails
• blog posts
• in-app copy
Brand Positioning
Typical deliverables include:
• tone of voice
• brand platforms
• taglines
• verbal identity
• manifestos
• positioning statements
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 the category today.”
— Leah Mahtani, CMO, Heidi
“James was pivotal in shaping Pilot's brand positioning, verbal identity and approach to storytelling. He truly captured the spirit of the brand.”
— Olivia King, Former Head of Design, Eucalyptus (Pilot)