More Than Strategy: The Culture That Made It Possible

By Antonio Duarte

Strategy may be our craft, but culture is what holds it all together. And at DuartePino, culture has never been an afterthought—it’s been intentionally built, moment by moment, ritual by ritual, one Pinito at a time.

We’ve spent the last decade growing a firm that’s remote by design, collaborative by nature, diverse by conviction, and fun—because why not? Behind every framework, every campaign, every launch, there’s a culture that makes the work not just possible, but meaningful.

Here’s what we’ve built together:

Welcome Year Rituals

Each year starts with reflection—not just ambition. Our Welcome Year Rituals invite the team to reconnect with our purpose, set shared intentions, and realign around what matters most: trust, creativity, and bold goals.

Friday Perks

Because sometimes, strategy starts with a good café—or a cold beer. From surprise lunches to midday treats, Friday Perks remind us that celebration and appreciation are part of doing great work.

We’ve shared after-work stops at Tinto & Blanco, Junglebird, and La Penúltima, plus ping-pong tournaments and even dog-themed gatherings like Spooky Fridays. Whether remote or in person, joy has always been part of the job.

Workspace Nomads

From cafés and coworks to “pop-up offices” at team members’ homes, our Workspace Nomads tradition lets us break routine and find fresh energy in new spaces. It’s not about the location—it’s about the connection.

Baby Pinito Celebrations

No milestone is too small when it comes to new beginnings. For the past five years, we’ve celebrated at least one new Baby Pinito annually—with digital baby showers, care packages, and lots of Slack emojis. These celebrations remind us that our culture is built not just on productivity, but on people.

Slack Team Vibes

We take our work seriously—but never ourselves. From the #random channel to memes, playlists, and birthday GIFs, Slack has become our virtual community hub. It’s where we celebrate wins, hype each other up, and keep our connections alive—even from miles apart.

DPSandbox

Creativity needs breathing room. DPSandbox is our space for experimentation, brainstorming, and play. It proves that productivity and creativity aren’t opposites—they’re partners.

Culture by Design, Not Default

None of this happened by accident. Every ritual, every policy, every check-in reflects the trust and care we’ve cultivated since day one.

But there was a moment when we almost lost it. Between the growing pains, scaling pressures, and global disruptions, our culture was tested. The connection felt distant. But instead of giving in, the Pinitos brought our culture back—reviving rituals, reigniting Slack energy, and organizing meetups.

Because culture isn’t built by policies. It’s built by people.

Stronger Together

Today, the energy is back. The laughter is louder. The belonging is real. We’ve returned to who we are—stronger, clearer, and more connected than ever.

To every Pinito who contributed a tradition, shared a playlist, created a ritual, or led with kindness: thank you. Our culture is your legacy, too.

At DuartePino, we do strategy differently—and that starts with how we treat people.

Built over time. Backed by trust.

#ADecadeOfDoingItDifferently

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About the Author:

Antonio Duarte, Chief Marketing Advisor for DuartePino and partner of Téntico and Haipriori, wrote this blog. 

ABOUT DUARTEPINO

DuartePino is a management outsourcing firm that combines deep customer knowledge with practical expertise in marketing, communications, and brand management to drive sustainable growth for clients. Our network of Trusted Advisors brings years of experience, offering fresh perspectives, proven processes, and the martech tools needed for effective execution.

In addition to our core services, we have expanded through our ventures, Téntico—a strategy-first brand studio focused on authentic branding for legacy brands and scale-ups—and Haipriori, specializing in custom software solutions and digital innovation. We manage over 15 marketing communications departments, representing over $1B in annual sales, with 70% of clients exporting to international markets.