Selected Work
Copywriting and messaging projects spanning product marketing and brand positioning.
Spotify for Artists
(2020 – ongoing)
I’ve partnered with the Spotify for Artists team for over five years, helping shape how they communicate with creators across launches, product updates, and artist education.
Featured Project:
Take Your Fans Further
As Spotify expanded its tools for fan development, the team needed a clearer way to explain how artists could grow and engage their audience.
I developed “Take Your Fans Further,” a messaging platform that clarified Spotify’s role in helping artists build stronger fan relationships and created a consistent foundation for launch communication and creator-facing messaging.
The platform launched globally in 2026 and continues to shape how Spotify for Artists talks about fan growth across product and marketing surfaces.
Heidi
(2025 — ongoing)
I’ve worked with Heidi’s PMM, Brand, and Comms teams as the company expanded beyond medical scribing into a broader AI care platform.
Featured Project:
Brand Foundations & AI Care Partner
Ahead of Heidi’s Series B, I worked on updated brand foundations including refreshed messaging, the “By your side” tagline, and a new manifesto designed to better reflect the company’s expanding role in AI-supported care.
As the product expanded, I also helped sharpen how Heidi expressed its “AI Care Partner” positioning across customer-facing copy, product marketing materials, and usage guidance.
From Client:
“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
Pilot
2022
I worked with Pilot on updated brand positioning and messaging as the company expanded its focus from symptom-based treatment to longer-term health improvement.
The work led to the development of a new brand platform, “Level up your health,” built around the idea of self-improvement for men’s health.
Deliverables included a new tagline, manifesto, and verbal identity system designed to guide communication across the brand.
The platform became the foundation for Pilot’s next phase and was later recognised as a finalist in the AGDA Awards for Brand Identity.
From Client:
“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, Eucalyptus (Pilot)
Origin Financial
2024
I worked with Origin on homepage and product marketing copy designed to make the product feel more accessible to younger investors.
The work introduced a new homepage headline — “Wealth for a new generation” — alongside updated homepage and product page copy that simplified how the product was explained and better aligned the product with the audience it was built for.
Additional work includes:
Brand Direct
Sydney Opera House
Nightsky
Zing Coach
HiredScore
Freed
Your Move Conveyancing
Via Agency
Afterpay
Certn
Honey Insurance
Amp Human
DIY Blinds
Let’s talk it through.
Book a call or send a note with a bit of context and I’ll get back to you.