At Waterford, I recognized a need for greater connection, representation, and visibility within our workplace culture. In response, I led the development and launch of an internal initiative that combined branding, communication strategy, and employee engagement: an Employee Resource Group (ERG) called PRIDE: People Respecting Intersectionality, Diversity, and Equity.
Vision into Action
From the earliest concept to full execution, I built the ERG from the ground up. This involved:
- Pitching leadership on the value of employee-led culture initiatives
- Designing an internal brand identity that reflected our mission and values
- Writing formal policies and procedures to guide participation and sustainability
- Creating mission-aligned messaging to support recruitment, visibility, and alignment with broader organizational goals
Through this process, I combined internal storytelling, brand development, and culture strategy to build something meaningful, lasting, and deeply needed.
Communications as Culture
This project was a masterclass in internal communications. I developed launch materials, onboarding content, and meeting frameworks to ensure the ERG had structure and voice. I also facilitated inclusive programming and messaging that aligned with company values and encouraged active participation from across the organization.
By applying marketing principles internally, including tone, clarity, and emotional resonance; I helped create a safe and empowering space that made employees feel seen, supported, and motivated to show up as their full, authentic selves at work.
Leadership in Practice
Leading this initiative meant managing team dynamics, facilitating trust-based conversations, and balancing creative work with operational detail. From crafting community guidelines to facilitating discussions and celebrating milestones, I acted as both a strategist and a cultural ambassador.
Most importantly, I helped define what it could look like to build an intentional, human-centered culture through design, storytelling, and shared leadership.
Key Takeaways
Building Waterford’s PRIDE taught me that strong workplace culture is both a strategy and a story. This work sharpened my skills in branding, writing, internal messaging, leadership, team development, and inclusive communication. It showed me that thoughtful design and language can transform not just how teams feel, but how they work, collaborate, and grow together.
Need help creating a values-aligned workplace community? Let’s chat.
xoxo,
Michaela Velarde
