Quitine

Quitine sells pharmacist-led nicotine gum, lozenges and patches, with a 90-day plan behind them. The store ran on a Shopify theme, and the theme had become the ceiling. The client wanted to put out a landing page in an afternoon, control every element on every page, and ship things a theme does not allow: a quiz that builds a kit and goes straight to checkout, chromeless pages for ad traffic, A/B tests on whole pages.

The design came from the client's own team. Our job was everything underneath it: the store, the content system, and the way it gets edited.

The client did not want a CMS to learn. He wanted to say what he needed. So the editing layer is a Claude skill we wrote: what the site is made of, every block and every field, how a page is put together, how the quiz works, how tracking and A/B tests are wired. Installed in his own Claude, next to the Sanity MCP and a small MCP of ours that uploads images, it turns a request into the work. New landing page for a campaign. Duplicate this page and change the hero. Add three FAQs. Import this article with its images. Set up a test on the homepage.

The rules are in the skill: read before writing, drafts first, publish only when he confirms, never invent a field, ask before touching anything shared. It also says plainly when a request needs a developer, which is rare. When the content model changes, the skill is updated with it, so Claude never knows a version of the site that no longer exists.