Stand out, then scale.
Senior copy and messaging leadership for technology companies where language shapes growth.
In a market full of similarity, distinction compounds.
Technology has made language easier to produce, but not necessarily more distinctive.
As more companies rely on the same tools, prompts, frameworks, and patterns, they increasingly sound alike.
Modern English helps technology companies develop the language that shapes how they’re understood, from product messaging and launch communication to verbal identity and brand language.
The tools may change. The need for judgement does not.
Trusted by teams at:
Developed a messaging platform for how artists grow and engage audiences.
Helped evolve the company’s language as it expanded into a broader AI care platform.
Repositioned the brand around long-term self-improvement and defined the language to support it.
Developed website and product language to better articulate the value of the platform.
Led by James Aviaz.
Modern English is led by James Aviaz, a senior copywriter and messaging lead formerly in-house at Uber and Spotify in New York.
I work with founders, product marketing, brand, and marketing teams on the language behind launches, products, positioning, and growth.
The role often sits between leadership, product, marketing, and creative teams — translating strategy into language that can be understood, adopted, and repeated across the business.
That work requires more than writing. It requires judgement: aligning competing priorities, navigating stakeholders, and making decisions when there is no obvious answer.
How I work:
Project Lead
For websites, launches, repositioning, product narratives, and messaging systems.
Interim Lead
For launches, rebrands, product shifts, team transitions, and periods that require dedicated language ownership.
Fractional Lead
For ongoing access to senior copy and messaging leadership.
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 the category today.”
— Leah Mahtani, CMO, Heidi
“James was pivotal in shaping Pilot's brand positioning, verbal identity and approach to storytelling. He truly captured the spirit of the brand.”
— Olivia King, Former Head of Design, Eucalyptus (Pilot)