Klarina Suncare
- Industry
- Kids & Family
- Client
- Hannah White
- Services
- Voice Framework, AI Content Workflow, Website, Social
- Live
- klarinasuncare.com
The voice is the brand. So we built a system that holds it.
Klarina's whole brand runs on Hannah's voice. A school psychologist who couldn't find a sunscreen that worked, so she spent two years making one. The work was turning that voice into something that scales without losing what makes it hers.
- (01)
Voice Framework — Built from her founder video, 700-plus messages of her own writing, email samples, and working sessions. The source, not a guess.
- (02)
AI Content Workflow — Klarina OS. A portable workspace that writes in her voice from Claude, ChatGPT, or Codex, and gets better as she gives feedback.
- (03)
Website — Site architecture, migration analysis, and content briefs for the Shopify storefront.
- (04)
Social & founder video — A content strategy that puts Hannah's story to work across the site and the feed.
An Austin mineral SPF brand. The hero product is the All-in-One SPF Blender, a patent-pending sunscreen with a built-in foam applicator that rubs SPF 50 mineral lotion into the spots that are hard to reach, especially on a squirming kid.
One hundred percent mineral, zinc oxide 17.5 percent, non-nano. Industrial design by Tomorrow Lab, whose packaging took second at the 2025 Dye Line Awards. Named after Hannah's daughters, Karina and Clara, her first and most honest testers.
Sold as sunscreen, but the real value is removing a daily friction point for overstretched parents. It is a behavioral-science parenting product wearing the clothes of a mineral SPF.
Hannah White
Hannah is a school psychologist turned founder and a mom of two. Her training was in evaluating how children function and designing the small environmental changes that help them do it better. Klarina is that worldview turned into a product.
She tried everything. Sticks, powders, a makeup brush in her bag. Nothing made sunscreen faster, easier, and cleaner, so she spent two-plus years building the thing that did. Her voice carries all of that, and protecting it was the whole point.
A founder whose voice is the entire brand, a rich pile of source material, and a real risk that AI defaults would flatten it into beauty-brand mush.
A distinctive clinician-founder voice and an award-winning product
A deep source corpus. Founder video, 700-plus messages of her writing, email samples
A clear mission. To make safe, effective suncare easier for everyone
A founder voice that is the brand but hard to scale by hand
AI defaults that flatten a clinician-founder into a generic mompreneur
Producing content across Instagram, blog, email, and partners without it becoming a second job
A system that writes in Hannah's voice, not a template's
Something portable she can run from Claude, ChatGPT, or Codex
A content cadence that holds the clinician-founder register every time
Website and content groundwork that keeps the brand consistent
This one was less about a single deliverable and more about building the machine that produces all of them on voice.
- 01 / 04Brand Voice Framework, built from her own words across video, writing, and working sessions
- 02 / 04AI Content Workflow. Klarina OS, a portable git workspace usable from any AI tool
- 03 / 04Website architecture, migration analysis, and content briefs for the Shopify storefront
- 04 / 04Social and founder-video content strategy across the site and the feed
The voice framework is the piece I am proudest of. Klarina's voice is a mom who happens to be a school psychologist, not here to judge you and not here to waste your time. Exactly the register AI defaults sand off. So we treated her voice as the source material, not the output target, and wired it into a workflow that keeps producing new content that still sounds like Hannah sitting down to write it herself.
Klarina OS is built to keep going. It is not a one-time deliverable, it is a system that learns. Every round of Hannah's feedback gets saved back into the workspace, so the voice sharpens and the content gets faster over time.
- 01Klarina OS, a portable workspace that runs from any AI tool
- 02A feedback loop that saves Hannah's edits back into the system
- 03Content production across Instagram, blog, email, and partner writing
- 04Room to grow toward a dashboard and Shopify integration
A product built from a clinical insight, and a voice built to scale with it.
The first sunscreen with a built-in foam blender.
Built for the spots that are hard to reach.
Hardware for a clinical insight about sensory sensitivity.
A mom who happens to be a school psychologist.
This is live. Go look.
If the voice is the brand, protect it.
Klarina's whole brand lives in how Hannah sounds. The work was building a system that holds that voice and produces in it, instead of a content mill that erases it. If you have a voice worth protecting and a business that needs to keep showing up online, that's exactly what I do.