Language for the business you’re becoming.
Messaging strategy and senior copywriting for companies changing their product, positioning or brand.
Move your language forward
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Move your language forward 〰️
When a company changes, its language can quickly fall behind.
What once worked can start to sound vague, generic, or tied to a version of the business that no longer exists.
Modern English clarifies what the business is, why it matters and how to explain it, so teams stay aligned and customers understand it faster.
Selected work
Clarified how Spotify for Artists explains its growing fan development suite and created the campaign platform that brought it together.
Created product messaging for Spotify Reserved, introducing a new Premium benefit and explaining its value to listeners.
Developed brand language for Heidi as it evolved from a medical scribe into a broader AI care platform, clarifying the product and category.
Reframed Pilot’s verbal identity as it moved from symptom-led marketing towards long-term self-improvement in men’s health.
“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
Led by James Aviaz
Formerly in-house at Spotify and Uber in New York, James has spent his career helping teams find the words for new products, complex ideas, and moments of change.
Today, he helps brand, marketing and product leaders agree on what to say, then creates the language they use in market.
Where Modern English helps:
Define the message
Positioning & value proposition
Core story & message hierarchy
Audience messaging
Verbal identity
Write the language
Product & launch messaging
Website messaging & copy
Product pages & product language
Campaign platforms & copy
Align the team
Messaging workshops
Messaging standards
Internal talking points
Senior copy direction & review
If your business is changing, let’s talk.
Book a call or tell me what your team needs to explain more clearly.