Selected Work
Heidi
Sharpening the strategy behind what Heidi was becoming.
The problem
Around its Series B, Heidi was evolving beyond the AI scribe it had become known for. The company was beginning to define a much bigger role for the product as an AI Care Partner, but the brand lacked a clear strategic centre for that evolution: what Heidi should stand for, how the new category related to the scribe, and what the company could credibly claim as the product expanded.
The intervention
I reframed an initial tagline brief around that bigger question, identifying a position that combined clinician trust with a broader ambition for healthcare. I then defined how AI Care Partner should work as a product and category position: the role of the scribe within it, the boundaries of the category, and how it should be explained across audiences.
What it gave them
A sharper brand position and verbal identity.
A clear bridge from AI scribe to AI Care Partner.
A messaging system for product, sales, comms and leadership.
“James 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.”
Spotify for Artists
Turning Spotify for Artists’ fan development strategy into a messaging system.
The problem
Spotify for Artists had already identified fan development as its next major throughline, but it wasn’t yet clear how that strategy should show up across the brand, product portfolio and campaigns. The evergreen brand promise, campaign messaging and individual product stories all needed clearer roles.
The intervention
I defined the messaging architecture: separating the brand promise, campaign throughline and product messaging, and clarifying what Spotify for Artists could credibly claim versus Spotify itself.
Within that framework, I developed Take Your Fans Further, which performed best in user research and paid testing, then built the system for applying it across the funnel and different product moments.
What it gave them
A clear campaign platform in Take Your Fans Further.
A messaging architecture connecting brand, campaign and product.
A framework for deciding what each launch should say and how the campaign should show up.
Messaging platform for Spotify for Artists’ fan development work.
Take Your Fans Further extended into Spotify’s 2026 video campaign.
Pilot
Reframing Pilot’s role in men’s health.
The problem
Pilot came in looking for a clearer verbal identity. But the bigger issue was that the brand was organised around individual conditions and treatments, making it harder to show the breadth of the offer or build a longer-term relationship with men.
The intervention
I shifted the brand from what it sold to why men were seeking it. Customer reviews pointed to confidence, self-improvement and renewed vitality as the deeper value, so I built the positioning around that rather than individual treatments.
That led to Level Up Your Health: a broader platform that positioned Pilot as a trusted partner in helping men improve their health, rather than simply a provider of condition-specific treatments.
What it gave them
A broader brand position built around confidence and self-improvement.
A brand platform in Level Up Your Health.
A verbal identity and tone system teams could use across the business.
“James was pivotal in shaping Pilot’s brand positioning, verbal identity and approach to storytelling. He captured the spirit of the brand and helped craft messaging that resonated with our users.”
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