A streamer's whole business, on one URL.

One link in bio. Everything behind it.

Skelly was running a fast-growing Twitch + YouTube channel through a scattered set of third-party tools: a Linktree, a Streamlabs merch shop, a Patreon, a Discord invite link, and a Google Doc with the stream schedule. The audience was clicking through five different brands to support him.

The brief was simple: one URL, his identity, his rules. Every revenue stream and community channel surfaced from a single page, with a coherent design and no third-party chrome.

Custom-coded hub with a single source of truth.

Rather than stitch the existing tools together, I rebuilt the surface as a custom-coded multi-page site and wired it directly to the platforms underneath. The audience never leaves the brand. But every action still lands in the right system.

• Custom storefront UI sitting on top of a print-on-demand fulfillment provider
• Three-tier membership with gated content routes and Discord role auto-assignment
• Live YouTube feed via the YouTube Data API, refreshed at request time
• Schedule + "currently live" status pulled from the Twitch Helix API
• Email capture wired to ConvertKit for newsletter and drop announcements
• Full legal pack (ToS, privacy, refunds, age policy), drafted with the client

What I picked, and what I didn't.

1. 01

   Wrap commerce, don't build it. Fourthwall Storefront API + YouTube native memberships.

   Skelly already monetizes through Fourthwall for merch and YouTube for memberships. Adding Stripe + a custom auth surface would have meant replacing two platforms that already work and babysitting a payouts pipeline. The site stays a brand hub. Zero auth code in the repo. Zero payment SDK.

   Considered: Stripe Checkout direct, Memberful, in-site gated content with NextAuth

2. 02

   Pages CMS over a hosted CMS service.

   Content lives as JSON and Markdown in the repo. Pages CMS gives Skelly a one-login dashboard; behind it, every edit is a git commit and Vercel rebuilds in about 60 seconds. Full version history, free, no SaaS bill that compounds with usage.

   Considered: Sanity, Contentful, raw GitHub editing

3. 03

   Runtime-swappable theme via CSS custom properties, fallback fonts loaded lazily.

   A theme.json drives accent colors and the active typeface; Tailwind tokens read from CSS variables. Skelly can rebrand from the CMS without a dev. The original fallback fonts (Bebas, Nunito, Bangers) load with preload disabled, skipping about 313KiB of unused woff2 per page and trimming LCP by roughly half a second on mobile.

   Considered: Hardcoded design tokens, eager-loading every fallback font

One brand, one URL, one operator on the keyboard.

Skellywags Club shipped on time, on a domain Skelly owns, on hosting in his name, with the source code handed off. The audience now has a single destination that matches the brand they already follow. And Skelly has a system he can grow into without renegotiating with five different SaaS vendors.