Case studies in strategy, copy and concept
Case studies by Paula Smiri: youth mental health social copy for krisenchat, editorial strategy at The Orbit, and commissioned website copy for clients.
May 2025 to today
krisenchat: social copy for youth mental health
krisenchat counsels young people in crisis. My job: be where they already are. Twitch, TikTok, Reddit, Discord. Four platforms, four registers, one rule: no lecturing, no softening, no dodging the difficult part.
September 2024 to June 2026
The Orbit: editorial strategy as Head of Copy
The Orbit started in 2024 as a newsletter by three creatives. No budget, no client, just the assumption that careful writing is worth the effort. Paying clients came in 2025. As Head of Copy I set the editorial line, worked the drafts with the team, and made sure every piece earned the name on top of it.
Commissioned works
Client work: website copy, editorial and templates
Good client work makes a brand clearer, not louder. Editorial, website copy, templates, all built so the team can carry on without me.
Of the craft
How I work: strategy, copy and concept
Two years running an editorial team, a year of psychosocial content across four platforms at once, client work from club culture to AI in between. What sticks: you do not push one subject out everywhere. You translate it for each place, for the people there and for the tone they are used to.