When the language has to hold up.
Copywriting and messaging for websites, product marketing, and brand communication.
Writing that simplifies things.
I’m James Aviaz — copywriter and messaging lead.
I write websites, product marketing copy, and brand language for founders, marketing teams, and agencies.
While I’m often brought in to write copy, much of my work involves helping teams clarify ideas and find the language to express them.
Since launching Modern English in 2020, I’ve worked with Spotify for Artists, Heidi, Pilot, Origin Financial, and other growing companies and established brands.
Before going independent, I worked in-house at Uber and Spotify in New York.
Typical projects include:
Brand Communication
How you talk about your company.
• brand foundations
• verbal identity
• tagline & manifesto
Product Communication
How you talk about your products.
• websites
• product pages
• launch messaging
Content
How you explain ideas.
• blog posts
• thought leadership
• category perspectives
Trusted by teams at:
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)