Selected Work
Copywriting and messaging projects across brand, product, and web.
Spotify for Artists
Messaging platform
I’ve partnered with Spotify for Artists for more than five years, helping shape how they communicate with creators across product launches, platform updates, and artist education.
Take Your Fans Further
As Spotify’s fan development suite grew more complex, it needed a clearer organising idea.
I developed Take Your Fans Further, a messaging platform that brought the tools together around one promise to artists. It gave the suite a clearer shape, a more compelling story, and language to support launch messaging, product marketing, and creator-facing communication.
Launched globally in 2026, it gives the team a foundation for future product launches and a clearer way to talk about fan growth with artists and industry partners.
Heidi
Brand language
I’ve worked with Heidi’s product marketing, brand, and communications teams as the company evolved from a medical scribe into a broader AI care platform.
Ahead of Heidi’s Series B, I helped rewrite the company’s foundational language for that next stage, including updated messaging, proposition language, manifesto language, the By your side tagline, and customer-facing copy.
I helped sharpen how Heidi expressed its AI Care Partner positioning across product marketing, customer communication, and usage guidance. The work gave the team language for the product, the category, and the role Heidi plays in care.
Client quote:
“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, Former CMO, Heidi
Pilot
Verbal identity
I worked with Pilot as the company expanded its focus from symptom-based treatment to longer-term health improvement.
It led to Level up your health, a new line and verbal identity built around self-improvement for men’s health.
Deliverables included a tagline, manifesto, tone of voice guidance, and verbal identity system to guide communication across the brand.
The work helped define the language for Pilot’s next phase and was recognised as a finalist in the AGDA Awards for Brand Identity.
Client quote:
“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)
Spotify
Product messaging
I worked with Spotify’s Live Events team on Reserved, a Premium ticketing benefit designed to give eligible fans clearer access to reserved presale tickets.
The work covered email, push, in-app surfaces, and ticketing flows, helping explain a complex reservation and waitlist system so it felt clear, useful, and rewarding for fans.
The messaging had to balance excitement with precision, making the benefit feel valuable without overpromising access or adding friction.
Origin, Zing Coach & Certn
Web messaging
I’ve written homepage, product page, and full-site copy across fintech, healthtech, AI, and HR tech.
Origin Financial
Homepage and product pages
Helped a financial product connect clearly with a younger audience.
Zing Coach
Homepage
Made an AI health coach more grown-up, credible, and professional.
Certn
Full site
Applied a new brand voice across the website.
If your business is changing, let’s talk.
Book a call or send a note about what your team needs.