A Maine-Based Creative Studio

It was 2019 and we’d spent over a decade designing for corporate and healthcare clients with a desire to execute the unexpected. While the work was substantial, we imagined a new business where we could spend more time building experiences and less time building powerpoints. Live screen printing, booth design, and swag bags.
And then 2020 hit. The events industry was decimated as was our business plan.
As a way to support our friends and family during quarantine, we mailed out a simple box with a note inside: Just a little S’more time until we can see each other. Complete with a mini s’mores kit and corresponding candle, the gifts landed on their doorsteps. The feedback astonished us, solidifying our pivot. Within months Fox & Flannel had taken on a whole new identity.
Our mission remains to create boxes with intention, to spark conversation and bring people together, no matter how far apart you may be.
Karalee Serra
Shannon Daley

KARALEE SERRA, CREATIVE DIRECTOR 

Karalee’s story isn’t one of career pivots and revinventions. She simply found design and never left it. In her formative years, Karalee earned a Bachelor in Fine Arts and Master of Art Education and—if anything—has leaned more into her artistry since stepping into entrepreneurship in 2004. 

Karalee wears the visionary hat on the team, nurturing the relationships and big ideas. She’s worked for major healthcare, tech, and start-ups to create buzz around their products.

Karalee was leading the experiential design wave before there was a term to describe it. From turning a campaign into a video game to creating a trade show booth out of giant coloring books, she’s masterful at creating immersive marketing experiences.

When she turned 30, Karalee went from zero to Julia Child. She’s known to make a mean homemade pizza and it’s not at all uncommon for her to whip up a 3-course gourmet meal on a random Tuesday night.

SHANNON DALEY, LEAD DESIGNER

Though her degrees are in Sociology and Spanish, Shannon attributes much of her professional growth to Karalee’s Design School of Hard Knocks. After working together in some capacity for the past 15 years, they joined forces full-time in 2018. 

Known for her creative acumen, Shannon employs a multifaceted skill set that includes photography, design, and storytelling. This variation allows her to approach each project differently, executing on her clients’ vision and specifications.

Early in her career, Shannon spent a year in Quito, Ecuador as a Fulbright Scholar and—more recently—has worked with nonprofits focused on community organizing and youth advocacy, domestically and abroad.

Shannon has already traveled to 5 of the 7 continents. Most recently she hiked 25 miles in Patagonia...solo with camera in tow. Next on her itinerary: Iceland and Chile.

Our why

Joy

We’re driven by the surprise and delight of the unboxing moment. A thoughtful gift has the power to turn someone’s day around, spreading joy even in difficult times.

Small business

We support the makers and the creators — those who pour their hearts into their craft. When sourcing items for our boxes, we do so with an eye toward small and local businesses.

Connection

In an age of instant gratification, we’re one click away from our wish lists. Yet, human connection still outweighs any purchase. We believe in the power of experiences to bring people together and create lifelong memories.

Intentionality

Waste and duplication plagues the gift boxing industry. Because of that, every item in our boxes serves a distinct purpose.

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