Every organization has a version of itself that leadership believes is true and a version that employees experience. The gap between those two things is where trust weakens quietly, then visibly. It shows up in the all-hands that didn't land, the values statement nobody believes, the message leadership thought was clear and employees heard as noise. Threadwell exists to close that gap. We help VP and C-suite communications leaders name it, understand what's driving it, and build the internal messaging infrastructure that makes what an organization says and what people experience the same thing.
MISSION
Our mission is to help communications leaders close the gap between what leadership believes about their organization and what employees actually experience, and build the internal communications infrastructure that holds that alignment in place over time.
VISION
Our vision is to be the obvious partner that communications leaders at high-performing organizations turn to when they know something is off, and need a methodology and a collaborator they can trust to help them fix it from the inside out.
Hi, I’m Erika.
After more than 20 years in communications and marketing, I've come to believe this: words either bring people closer or leave them completely unmoved. And when a message misses, it's rarely about intent. It's almost always because it wasn't anchored to anything solid enough to hold.
Before founding Threadwell Studio, I spent two decades working inside organizations of every shape and size—national nonprofits, healthcare systems, fast-growing consumer brands. I led teams, managed multimillion-dollar budgets, and sat alongside CEOs and boards during some of their most defining moments: growth, crisis, and reinvention.
I know what that feels like because I was in those rooms, trying to hold it all together. And I know what it takes to fix it, because I've helped rebuild from the inside out.
I also watched the same struggle play out across organizations: brilliant leaders who froze when controversy hit. Teams spinning because no one could agree on the message. Brands facing backlash because their words weren't rooted in anything strong enough to hold when the pressure came.
Threadwell Studio is the firm I wish had existed back then. A partner who helps communications leaders find the gap between what leadership believes about their organization and what their people experience, then close it.
This work is personal to me. As a woman, an immigrant Latina, and someone who has spent most of her life bridging cultures and perspectives, I know what it feels like to be misunderstood and misperceived. I also know how powerful it is when people finally understand who you are and what you stand for.
At Threadwell, we help communications leaders build the infrastructure that closes that gap, so that what an organization says it stands for and what people actually live day to day are the same thing. That's the work. That's always been the work.
Thanks for being here. I'm so glad we found each other.
