Saying the complex thing simply.
Modern English specialises in positioning, messaging and verbal identity.
Why Modern English
When you’re deep in a complex project with competing priorities and multiple stakeholders, it can be hard to see what really matters — let alone how to say it.
If any of these sound familiar, I’m here to help.
You just can’t seem to land the line.
I work out whether the underlying problem is positioning, messaging or copy, then solve it at the right level.
You can’t agree on the main message.
I define the message hierarchy, decide which claims and benefits take priority, and cut what doesn’t need to be there.
Your teams are all explaining things differently.
I build a messaging framework and verbal identity your teams can use consistently, then carry it through into final copy.
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 built the messaging system for explaining AI Care Partner across the business.
“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 into marketing, advertising and brand work, including several years in-house at Spotify in New York.
Modern English brings together the editorial judgement, brand thinking and writing craft I’ve built across my career.
What are you working on?
Tell me what’s changing, what needs to be clearer, and where you’re getting stuck.