Case Studies
Examples of positioning and narrative work for product shifts, brand repositioning, and company resets.
Spotify for Artists
Narrative platform for artist fan development
Messaging and narrative partner
(2020 – ongoing)
I’ve partnered with the Spotify for Artists team for over five years, helping shape how they communicate with creators.
As the platform expanded its tools for fan engagement, the team needed a clearer way to articulate how Spotify helps artists grow their audience and deepen fan relationships.
I developed “Take Your Fans Further,” a narrative platform that clarified Spotify’s role in fan development and created the framework for launches and product storytelling.
The platform launched globally in 2026 and now anchors how Spotify for Artists communicates this approach across launches, product features, and campaigns.
Heidi
Positioning an AI care partner for clinicians
Brand and narrative development
(2025 – ongoing)
Heidi had a strong product and growing adoption among clinicians, but the company’s market story had not kept pace with how the product was evolving.
I first worked with the team on brand and messaging as Heidi refreshed how it presented itself to the market ahead of its Series B.
As the product expanded beyond a medical scribe, we then clarified the company’s position around the idea of an “AI Care Partner.” A broader role supporting clinicians throughout patient care.
This narrative helped define how Heidi talks about the product and category as the company continues to scale.
“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 the category today.”
Pilot
Building a brand platform around health improvement
Brand platform and verbal identity
(2022)
Pilot had built a strong following in digital healthcare, but its marketing centred on individual symptoms rather than a broader vision for long-term health.
We reframed the brand around the idea of “self-improvement for your health,” shifting the conversation from treatment to lasting progress.
This work led to the development of a new brand platform, “Level up your health,” supported by a manifesto, tagline, and verbal identity system to guide communication across the business.
The platform became the foundation for the brand’s next phase and was later recognised as a finalist in the AGDA Awards for Brand Identity.
“James was pivotal in shaping Pilot’s brand positioning, verbal identity and approach to storytelling. He truly captured the spirit of the brand and helped in crafting impactful messaging that resonated with our users. His expertise and thoughtful, collaborative approach brought immense value to the project.”
Origin
Reframing fintech messaging for a new generation
Messaging reframing
(2024)
Origin helps younger investors build wealth, but its messaging leaned heavily on traditional fintech language that obscured the product’s central idea.
This work introduced a new homepage headline: “Wealth for a new generation.”
I then reworked the homepage and key product pages to simplify how the product was explained and align the messaging with the audience the product was built for.
Additional work includes:
Brand Direct
Zing Coach
HiredScore
Freed
Via Agency
Afterpay
Certn
Honey Insurance
Amp Human
HomePro
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