Language for what comes next.
Helping companies create the story, messaging system and language behind important moments of change.
When to bring Modern English in
Launching a product or proposition
For a new product, feature or proposition that needs a sharper story, clearer messaging and launch-ready language.
Defining or evolving the brand
For a company whose category, ambition or direction has changed and needs a clearer story, messaging foundation and verbal identity.
Making the direction usable
For a team that needs to turn agreed thinking into consistent language across brand, launch and product touchpoints.
Selected work
Created Take Your Fans Further, the product story and messaging system connecting Spotify for Artists’ growing fan development ecosystem.
Shaped product messaging and UX copy for Spotify Reserved, a new Premium benefit, across in-app, email and ticketing flows.
Built Heidi’s brand and product messaging foundations, including its By Your Side verbal identity and AI Care Partner category narrative.
Created Level Up Your Health, reframing Pilot around confidence, self-improvement and a broader relationship with men’s health.
Led by James Aviaz
James is a Senior Copywriter & Messaging Lead, formerly in-house at Spotify and Uber in New York.
He helps brand, marketing and product teams clarify what they need to say, then turns it into clear language for launches, products and brands.
Based in Melbourne and working with clients globally.
“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
Let’s make the language clear.
Tell me what you are launching, changing or trying to explain.