When tattoo artist Saar approached us to build a website for Kip & Koe, we knew right away this wouldn't be a typical web project. Most websites follow predictable patterns, such as grid layouts, standard navigation, and expected content blocks. But Saar's tattoo and illustration work is playful, and whimsical. Her site needed to feel the same way.

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Many tattoo artists rely solely on Instagram as their digital portfolio. This presents two problems: not everyone uses social media, and no one owns their presence on those platforms. Building a brand-forward website gives artists like Saar something that's truly theirs, free from algorithmic curation and platform changes.

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What made this project special was the level of collaboration. Saar created custom illustrations for nearly every element of the site. This meant designing a framework that showcased her artwork while making sure that everything functioned seamlessly across all devices.

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The homepage features Missoula's mountains illustrated in Saar's hand-drawn style with her studio nestled between them. Throughout the site, you'll find nods to her Dutch heritage, connecting her background to her current home in Montana.

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The technical challenges came from implementing the parallax scrolling effects, where illustrations move at different speeds as visitors scroll – all of which have subtle differences across device breakpoints. These layered movements create depth and intrigue that standard designs often don’t achieve. Design choices and custom illustrations lead to a brand experience that’s owned, not used, like with social media. 

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At the bottom of each page, we broke from the established illustrative convention. Instead of just contact info and more doodles, visitors encounter short video clips of nature textures from Montana. These moments intentionally occur at the end of the scrolling experience, encouraging people to naturally slow down where the scrolling literally does; mirroring how Saar herself experiences the outdoors.

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The finished Kip & Koe site proves something we've always believed: the most effective websites don't just follow trends or templates. They reflect the personality and approach of the business itself. For Saar, that meant embracing the handcrafted, slightly off-kilter quality that makes her illustrations so distinctive.

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For small businesses thinking about their own web presence, the lesson is clear: lean into what makes you different. Whether it's illustration, photography, or anything that sets you apart, your website should amplify those strengths rather than conform to conventional expectations.

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See the site in action:

kipandkoe.com

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