About Arcana
The human architecture of change.
Every organization has two structures:
the visible one — plans, charts, roles, systems
the hidden one — trust, tone, belonging, fear, meaning
Arcana works in both.
I help small companies, startups, and mission-driven organizations navigate the moments that test their identity: growth phases, pivots, restructures, cultural evolution, and the uncertain in-between spaces where clarity is most needed.
Communication isn’t decoration. It’s the infrastructure of trust.
Who Arcana Serves
Small companies & early-stage teams
Lean staff, big stakes, constant motion. I help founders and small teams communicate clearly, even when everything is shifting.
Startups & scaling organizations
From pre-seed to Series C, I support leaders navigating identity formation, strategy pivots, and the communication challenges of rapid growth.
Nonprofits & community-centered organizations
Mission-driven work carries unique emotional and operational realities. I offer discounted partnerships for organizations working toward equity, justice, and community impact.
Leaders guiding people through uncertainty
Executives, directors, and team leads who want to communicate with honesty, dignity, and steadiness — even when the path ahead isn’t fully formed.
My Approach
Structure + empathy + narrative.
Structure — the scaffolding that makes change understandable
Empathy — the emotional intelligence that makes change humane
Narrative — the story that makes change meaningful
Arcana blends these three into a practice that helps organizations communicate with integrity, steady their teams, and move through complexity with more alignment and less harm.
This work isn’t about spin. It’s about coherence, courage, and clarity.
“Lara has an instinct for truth and timing. She knows when to push for clarity, when to hold space, and how to communicate in a way that people actually trust.”
Communications Leader
“Lara understands that communication isn’t separate from people strategy - it is people strategy. Her work consistently balanced transparency, care, and operational reality.”
HR Leader
“I saw how Lara made complex, high-stakes moments easier for managers to navigate. Her communication helped leaders show up more human, not just more prepared.”
HRBP
Arcana Applies Beyond Internal Change
Arcana is rooted in the belief that internal change and external perception are governed by the same underlying systems. Culture shapes credibility. Communication design determines whether trust holds under pressure. The way leaders speak to employees during uncertainty is the same architecture that later shows up in media coverage, investor confidence, employer brand, and public narrative. Arcana works at that structural layer - where internal clarity becomes external coherence, where tone carries more weight than talking points, and where poorly held change leaves residue the market remembers long after the moment has passed. This is not messaging work. It is narrative and emotional infrastructure design for organizations navigating visibility, volatility, and transformation.
Why This Work Matters
Change isn’t just operational - it’s emotional.
Teams don’t resist change; they resist confusion.
They resist silence.
They resist feeling unprepared, unheld, or unseen.
Arcana brings clarity as care.
Why Arcana?
In tarot, arcana refers to “hidden truths.”
In organizations, it’s the emotional undercurrent that shapes how people move through uncertainty.
Arcana exists to surface what’s unspoken, name it with clarity, and build the narrative scaffolding that makes transformation possible.
Let’s talk
Interested in working together? Fill out some info and I will be in touch shortly. I can’t wait to hear from you!