Clarity when things get complicated.
I help product and brand teams articulate what they’re building at high-stakes moments.
For when the language has to hold up.
I’m James Aviaz, founder of Modern English.
I’ve worked in-house at Uber and Spotify, navigating rapid growth, product change, and stakeholder complexity.
Today, I work with teams at ambitious product and technology companies on narrative and messaging across launches, product changes, and repositioning.
The result is language teams can align around and communicate with confidence.
Trusted by teams navigating change.
Working at the intersection of product and brand.
Product Marketing & GTM
When products launch, positioning shifts, or teams need clearer communication.
Outputs might include:
websites, landing pages, and launch pages
launch messaging
onboarding and lifecycle emails
product/platform positioning
product marketing assets
in-product messaging
Brand & Narrative
When companies need sharper articulation of who they are and how they speak.
Outputs might include:
brand foundations
taglines and naming
tone of voice
manifestos
brand platforms
campaign messaging
What clients say:
“James has played a key role in shaping how Heidi presents itself to the market as the product evolves. His work on our brand and the ‘AI Care Partner’ narrative helped clarify our position and how we talk about the product and category today.”
– Leah Mahtani, CMO, Heidi
Tell me what you’re working on.
Book a call or send me a message with some details and I’ll get back to you.