Stories of SWCA: Michelle Weigman

Behind every project at SWCA are people with unique stories.

Stories of SWCA is a monthly series highlighting the people behind our work. Each feature explores an employee’s background and career journey—what brought them to SWCA, what drives them, and how their work contributes to our mission and impact.

For the last 25 years, Michelle Weigman has helped craft SWCA’s image, often behind the scenes, and always with intention. From printed proposal covers in the early days to many of the company-wide visuals we see today, her work is woven throughout SWCA’s brand, and her impact is evident across the organization.

As we celebrate SWCA’s 45 anniversary and Founders’ Day this month, it’s a great chance to recognize our people who have shaped the company along the way.

Let’s meet Michelle.

Career Path

Michelle’s creative path started early. In sixth grade, a school counselor noticed her artistic talents and told her she would make a good graphic artist. Michelle’s response at the time was, “What’s that?”.

But the idea stuck with her, and she followed that creative instinct into studying visual communications at Illinois State University. Along the way, she also developed a strong interest in science, and that combination of creativity and analytical thinking became a defining aspect of her work.

After college, Michelle started her career in advertising and packaging design. Eventually having had enough of the Midwest weather, Michelle left a stable job (and the snow) behind in Illinois to drive out west—no job lined up, just a pull toward the mountains, creativity, and outdoor adventure.

Rim to Rim Grand Canyon 2021.

SWCA Origin Story

Michelle and Steve Carothers, Grand Canyon Rafting trip

That passion for outdoor activity is what led Michelle to SWCA. Through the local cycling community, she was introduced to Ken Houser, director of the newly established Phoenix office at the time. Michelle had already established herself and her job in Phoenix for about five years, but Ken asked her if she could help with an announcement of SWCA’s headquarters move. What started as a small design project quickly turned into something more.

After visiting the Phoenix office, Michelle noticed right away there was something unique about SWCA.

“I walked in and someone was sprawled on the floor pondering over a giant map for a local project in Phoenix,” she says. “It was so informal. So not corporate. I remember thinking, ‘this could be a home for me’.”

Not long after, she was brought on as a graphic designer and proposal coordinator, working alongside many of SWCA’s early leaders including Joseph Fluder, Mark Raming, Ron Borkan, and Tom Motsinger.

Building the Brand

When Michelle joined in 2001, SWCA had around 300 employees across 10 offices. With a Marketing Department of three (her, Mark and a dedicated writer for The Wire based in SLC), she wore many hats: supporting proposals and sustainability reporting, managing data systems, designing early versions of the website, and producing printed newsletters and communications.

25 years later, we have about 75 people covering these roles across various groups in Marketing.

CEO Joseph Fluder reflected on those early days: “When I first met Michelle, she was ‘Marketing’. Whenever I needed support, I’d reach out to her—Raming and Michelle made marketing happen.”

“It’s crazy to think about how much we were doing with just a small team,” she said.

As SWCA expanded through the mid‑2000s, so did the marketing team. With the need for additional leadership and specialized roles within the department, Michelle chose to focus on her passion for design and creative problem‑solving, helping grow SWCA’s in‑house creative capabilities and strengthen the company’s visual brand as it expanded across the country. Her work helped lay the foundation for what is now the Creative Services team.

“It’s amazing to see how far the team has come,” Michelle says. “Everyone is producing great work. The Marketing team is an essential part of what SWCA is today, and I’m especially excited about the Creative Services team and the incredible work they’re creating.”

Earth Day volunteer event.

Culture Contributions

Not long after joining SWCA, Michelle also found ways to bring another personal passion into the workplace: sustainability.

In the late 2000s, she created and led the first Green Team in the Phoenix office. A small but dedicated group met regularly and organized events to educate and inspire colleagues about the importance of a more sustainable workplace and world.

“We always had something going on,” Michelle recalls. “It was a core group of people who really cared about making a difference.”

The Phoenix Green Team became an early catalyst within the company. As interest grew, the team shared ideas and successes with colleagues in other offices, helping inspire similar efforts across SWCA. Over time, those grassroots initiatives contributed to what would eventually become the broader Green Team Network and the Sustainable SWCA program that continues today.

Cody Williams (left), José Cruz, Michelle

What Employee Ownership Means to Michelle

For Michelle, employee ownership is about culture. “It’s about being part of a company that truly invests in its people,” she says. “Where people understand the impact of their work and feel recognized for it.”

It also comes down to collaboration and shared success.

“When we have fun with what we do, we succeed. And when we succeed, and we all share in it.”