Language for complex problems.
Modern English specialises in positioning, messaging and verbal identity.
From finding focus to finding the words.
I work with founders and marketing leads on company narratives, brand foundations, campaign platforms and launch messaging.
01 Positioning & narrative
I look at your business, your audience and the market to help you work out where you stand and what story to tell.
02 Messaging strategy
I help you decide what should lead, what to leave out and how the different parts of the story fit together.
03 Verbal identity & copy
I shape your brand's voice and write the copy, from naming and taglines to campaigns and websites.
I’ve worked with:
Featured Project:
Heidi’s brand and product positioning
Ahead of its Series B, I identified where Heidi could stand apart in the market and developed its foundational brand messaging.
I also helped define what its broader AI offering meant and how the existing medical scribe fitted into it.
“James’s 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, Former CMO, Heidi
About James
I'm James Aviaz, a copywriter, strategist and founder of Modern English.
I spent a decade working across creative agencies and in-house teams (including Spotify and Uber) before going independent in 2020.
My work has been recognised by the Webbys and AGDA, and has earned Gold Pencils at The One Show and Gold Cubes at ADC for Spotify Wrapped.
What are you working on?
Tell me what’s changing, what needs to be clearer, and where you’re getting stuck.