Who we are

Second Coat is two people.

A designer and a builder, working from Menlo Park, California, rebuilding websites for the local businesses around us.

The two of us

Sebastian Stration

Co-founder · Design

Sebastian is the design half of Second Coat. He holds a degree in Digital Media with a concentration in Graphic Design, and he has built logos, brands, menus, and marketing for small businesses, restaurants, and nonprofits. He currently designs marketing materials for the City of Palo Alto, and his work with Absolute Hotel Services keeps him close to how guest-facing businesses run day to day. On every rebuild, Sebastian owns the design: the type, the color, and a layout that fits your business instead of a template.

Kaz Shin-Sherman

Co-founder · Build

Kaz is the build half. He has done product work at Roblox, built at an AI startup, and spent time working inside small businesses, so he has seen this problem from behind the counter too. On every rebuild, Kaz owns the engineering: pages that load fast on a phone, hosting that doesn't break, and a site that stays easy to update after we hand over the keys. He also handles the parts nobody sees: moving your domain over, wiring up the contact forms, and the small fixes that come up after launch.

Our story

Second Coat started as a habit. We kept looking up local businesses we loved, places with decades of loyal customers, and finding websites that hadn't been touched in ten years. Broken links, tiny text, phone numbers you can't tap. Businesses this good deserved better, and their owners had every reason to ignore a stranger promising it.

So we flipped the usual order. We rebuild the site first, on our own time, and send the owner a live link. If they love it, it becomes theirs. If not, no hard feelings and no bill. It means the first thing you ever get from us is finished work, not a sales pitch.

The name is a painter's rule. A second coat doesn't change what something is. It brings out what was already there.

How we work

We keep what makes you, you

Your sign, your colors, your voice. A rebuild should look like your business on its best day, not like a startup template.

Simple beats clever

Short pages, plain menus, a phone number your customers can tap. If a feature doesn't help someone find you, call you, or walk in, we leave it out.

Real content only

Your actual photos, your real menu, your true story. No stock photos pretending to be your shop, and no claims we can't back up.

Talk to one of us

Every email to hello@secondcoat.co is answered by Kaz or Sebastian. No account managers, no ticket queue.

hello@secondcoat.co