About us
It’s time to cultivate a custom online home that honors your work and calls in the people who need it most.
Whether you are guiding someone through the tender landscape of grief, stewarding a piece of land back to health, or sharing folk remedies passed down through lineages, your work is a slow, deeply human devotion. It moves in cycles, breathes with the seasons, and handles the gravity of people’s real lives without flinching.
But when it comes time to bring that work online, the internet feels cold. Sterile. Paved over with concrete, hyper-performative trends, and a relentless pressure to maximize "reach" over real resonance.
You are told to distill your soulwork into an aggressive marketing checklist. To build high-conversion funnels that startle the dark. To sell a shortcut to healing.
It feels noisy. It feels fast. And it leaves you wondering: How do I become visible without selling my soul?
From the founder
I’m Felicia, and I founded Fir & Fog to offer an alternative path.
I create ethical, intentional digital thresholds at the intersection of nature, death, spirituality, and restoration. I treat a website like a digital altar; a beautifully boundaried, peaceful home that mirrors the exact frequency of the magic you practice offline.
My path has been a slow unspooling across seasons:
25+ Years of Technical Experience: I have spent nearly a quarter-century mastering web design and development, including two decades writing code within corporate settings. I understand the "fog" of the technical landscape inside and out—the complex infrastructure, the choices, and the systems. Because I know the code intimately, I can translate it into something intuitive, grounded, and completely accessible for you.
My practice: I am a longtime pagan and Druid. Walking a land-led spiritual path fundamentally shifted how I view my craft. I realized that the tools of the modern web can be reclaimed to anchor abstract, ethereal soulwork into a functional, lasting reality.
Holding Space for Transition: My relationship with the liminal isn't theoretical. I have worked closely with funeral homes to write obituaries, capturing the living essence of a person's archive. As a land healer, I hold space for ecosystems and animals that are transitioning.
An Altar to Deep Grief: I know what it means to rebuild yourself when a threshold changes. Experiencing the profound loss of my animal children—specifically losing my two dogs who walked beside me for nearly half my life—taught me how to re-learn how to live. I know how high the bar for emotional safety and energetic protection must be when your business centers on grief, transition, and shadow work. I do not balk at the gravity of what you carry.
When I’m not designing, you can find me living on my own terms in rural Oregon.
Spending peaceful moments with my cats in our farmhouse
Foraging local plants from the PNW forests to brew into medicine
Meditating to the music of Heilung
Your emergence doesn’t have to happen on a corporate deadline. Let's build a timeless home for your work—stable, beautiful, and powerful.
Let’s co-create your digital altar.
Who we create for:
Fir & Fog builds sanctuary-like spaces through an energy-aware, slow design process. We form kinship circles with practitioners who don't fit into conventional corporate boxes.
Energetically protective digital spaces that honor ancestral memory and hold safe containers for grief.
Grounded, organic, and cyclical websites that honor the rhythm of the seasons and land stewardship.
Authentic digital expressions that translate the unseen essence of your practice without watering down your truth.
