Language for the business you’ve become.
Senior copy and messaging leadership for technology companies where the business has evolved, but the language hasn’t.
Move your language forward
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Move your language forward 〰️
Language rarely evolves at the same pace as the business.
Products expand.
Markets change.
New customers arrive.
Categories shift.
Expectations rise.
Companies grow more complex.
Yet, teams keep using the same positioning.
The same messages.
The same explanations.
Even long after they’ve stopped reflecting reality.
Modern English helps technology companies move their language forward.
Expertise built where language had to keep up.
Modern English is led by James Aviaz, formerly in-house at Spotify and Uber in New York.
He has worked inside companies where the business evolves constantly and the language has to keep pace.
Since going independent, he’s partnered with Spotify for Artists, Heidi, Pilot, and other technology companies through moments of significant growth and product evolution.
James works with founders, product marketers, brand teams, and in-house creatives to:
• understand what’s changed
• decide what matters now
• create language teams can rally around
Trusted by teams including:
Defined a unified language framework for Spotify for Artists’ fan development suite, aligning artist tools under a single narrative.
Shaped how Heidi presents itself as it evolved from a medical scribe into a broader AI care platform.
Repositioned Pilot beyond symptom-led healthcare, defining a brand platform centred on self-improvement.
Reframed Origin’s product offering for a younger generation of investors, helping the platform resonate with a new audience.
“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 today.”
— LEAH MAHTANI, FORMER CMO, HEIDI
Where Modern English typically helps:
Defining the story
Positioning
Narrative
Verbal identity
Messaging systems
Voice and tone
Supporting the launch
Product messaging
Launch communication
Websites
Customer touchpoints
Sales enablement
Aligning the team
Executive alignment
Team guidance
Messaging reviews
Agency & partner direction
Language standards