INDEPENDENT STRATEGY & LANGUAGE PRACTICE
Saying the complex thing simply.
I work out what matters most, then put it into words.
Where I usually come in.
You’ve outgrown the way you describe the business.
You’ve expanded the offer, entered a new category or changed what you want to be known for.
You’re launching something, but the main point is buried.
Features, benefits and internal opinions have piled up, and it’s unclear which should lead.
Your offer has become harder to navigate.
Products, audiences and use cases have multiplied, and customers can’t tell what’s relevant to them.
Why Modern English
The strategy doesn’t get lost in the handoff.
The person making the strategic choices is the person writing the final copy.
The senior person does the work.
No account layer, junior handoff or distance between you and the work.
You get what the problem needs.
No extra people, process or deliverables just to make the engagement look bigger.
I’ve worked with:
Featured Project: Heidi
Heidi had grown beyond medical scribing, but “AI scribe” no longer explained where the product was heading.
I helped clarify what that shift meant for Heidi’s positioning, then developed the language to introduce Heidi as an AI Care Partner.
“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
About James Aviaz
I started as a journalist and editor, then moved through marketing, advertising and brand work, including several years in-house at Spotify in New York.
Since going independent, I’ve worked with Spotify for Artists, Heidi, Pilot, Koala and Sydney Opera House. Earlier in my career, I worked with Uber, Airbnb, Tinder, Budweiser, Marriott and Amex.
Work I’ve contributed to has been recognised by the One Show, ADC, Webby Awards, Shorty Awards and AGDA.
Modern English brings those threads together: understanding a difficult problem, making the strategic calls and carrying them through to the final language.
What are you trying to explain?
Tell me who needs to understand it and where you’re stuck.