Your playbook for launch.

A customised messaging system — from positioning to copy — written with clarity and craft.

What the Playbook Delivers

→ A clear, customised messaging system blending strategy and copy, ready to scale.

Who the Playbook’s For

→ Brand-led, consumer-facing startups and scale-ups moving fast and needing alignment.

When to Work on the Playbook

→ Launch is looming, the story’s not landing, or the team’s saying it five different ways.

All the messaging, all in one playbook.

Before launch, things move fast — and the message can get muddled.

I work with founders and go-to-market leads to spot what’s working, fix what’s not, and deliver a customised system your team can launch with confidently.

With the playbook, you get:

✓ One clear, codified story
✓ Messaging your team can align on
✓ Copy and structure that scale

Built for every stage of growth.

Early Stage

→ Launching your company? Let’s get the story right from day one.

Series A–B

→ Shipping a big release? Align fast and go to market strong.

Scale-Up

→ Launching at scale? Get messaging your team can move with.

Established Brand

→ Repositioning or relaunching? I’ll help refresh your message.

Partner to global brands & ambitious teams.

I’ve been there.
So I built the fix.

James Aviaz – Brand Messaging & Copywriting Expert for Startups

Hi, I’m James Aviaz — founder of Modern English.

I’ve worked inside high-performing teams at Uber and Spotify, so I know the pressure to ship.

But sometimes the fastest way to get moving is a short pause to lock in the story.

I’ll work with you to create the messaging playbook your team needs to launch with clarity and confidence.

  • "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."

    — Olivia King, Former Head of Design at Eucalyptus

  • “James has a talent for simplifying complex ideas into clear, human language. We had been struggling to communicate consistently, but with his help, we found a clear and confident voice that truly connects with our audience. His thoughtful approach and fresh perspective made working with him effortless and left a lasting impact.”

    — EDI Leader, Audio Company

From positioning to playbook.

Strategy, structure, and copy — everything you need to align the message and your team.

  • Lay the foundation for a story that sticks.

    – Brand story deck
    – One-liner and tagline options
    – Core POV (“The Nugget”)
    – Investor and pitch decks

  • Give your team the tools to stay aligned.

    – Messaging hierarchy
    – Brand pillars + proof points
    – Voice and tone guidelines
    – Internal messaging cheat sheet

  • Launch-ready, scalable, on-brand.

    – Homepage or landing page copy
    – Campaign and ad copy
    – Email sequence templates
    – Brand voice samples

Make your AI smarter.

Everyone’s using ChatGPT or Claude. But without the right inputs, they all sound the same. The playbook helps you guide your AI tools with:

→ A story they can build from
→ Messaging that fits the moment
→ Copy they can remix and adapt
→ A voice they can follow

Ready to launch with your messaging playbook in hand?

Book a 30-min intro call — or drop me a note to kick things off.