Chris Benchetler

Project Summary

Chris Benchetler is not a normal “portfolio website” client. His public brand sits across skiing, art, film, product collaborations, press, and limited releases. So the site could not just be a nice homepage with a few pretty sections. It needed to hold a whole creator-commerce system together: the story, the artwork, the films, the shop path, the email capture, and the launch moments around new work.

I helped build the Webflow site experience, with visual design support from Tim Clayton, and worked on the commerce and lifecycle pieces around it. The public site lives at chrisbenchetler.com, with the shop experience connected through Shopify and email capture/automation handled through Klaviyo.

What I Worked On

The work was a mix of Webflow implementation, commerce setup, and marketing infrastructure. I built the public-facing site experience, helped connect the Shopify storefront, wired Klaviyo capture and automation paths, and supported the site structure around artwork, films, projects, press, and product drops.

For this kind of brand, the details matter. The site has to feel expressive and polished, but it also has to be operational. People need to discover the work, understand the story, find the shop, join the audience, and be reachable when the next drop or film launches. That is where the less glamorous infrastructure becomes important.

Creator Commerce

I think creator-commerce projects are interesting because they are not just ecommerce. A normal product catalog can lead with price, specs, inventory, and checkout. This kind of site has to carry more atmosphere. The product is partly the artwork, partly the person, partly the world around the work.

That means the system behind it needs to stay out of the way while still doing its job. Webflow handles the storytelling surface. Shopify handles the store. Klaviyo keeps the audience close. Analytics and SEO help make the whole thing easier to find and understand. None of those pieces are especially meaningful alone, but together they turn a public brand into something that can actually support launches and sales.

Why I Like This Project

This project has a nice mix of taste and plumbing. The visible side is visual, atmospheric, and brand-heavy. The hidden side is forms, product paths, shop infrastructure, metadata, email capture, and launch support. I like that combination. It is the same reason I enjoy a lot of Webflow and ecommerce work: the page has to look right, but the path underneath has to work too.

For my portfolio, this is one of the clearer examples of building for a public creative brand where storytelling, commerce, and lifecycle capture all have to live together.