Selected Work
Heidi
Defining Heidi's brand position and the role of AI Care Partner.
Heidi needed a stronger foundation for its brand, including a clear, credible position in the market and a way to express it.
At the same time, they had identified AI Care Partner as a broader product position, but still needed to define what it meant and how it related to the scribe.
What I did
I developed a brand position that brought together empathy for clinicians with optimism about the future of healthcare. From there, I updated Heidi's foundational brand messaging and manifesto, and wrote a new tagline, By Your Side.
I also defined how AI Care Partner should work alongside the existing scribe offering, including when and how to use the term, what it should represent and the messaging needed to explain it across the business.
“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
Creating Spotify for Artists' fan development campaign platform.
Spotify for Artists needed a clear message to bring its growing range of fan development tools together. But with an existing brand line already in place, it wasn't clear whether they needed a tagline, a campaign line or something else.
What I did
I established what the new line needed to achieve, then developed several creative territories to express the value of the tools to artists. We tested these through user research and paid testing, where Take Your Fans Further performed best.
I then turned it into a campaign platform that could bring existing fan development work together and guide future campaigns and product messaging.
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.
Pilot's brand messaging was organised around individual conditions and treatments, which made it harder to show the breadth of the offer or build a longer-term relationship with men.
What I did
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 those motivations rather than individual treatments.
That led to Level Up Your Health, a broader brand platform that positioned Pilot as a partner in helping men improve their health, rather than simply a provider of condition-specific treatments.
“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.”
What are you working on?
Tell me what’s changing, what needs to be clearer, and where you’re getting stuck.