Who are we?

Founded in 2012, Waypoint is a Seattle company that provides signage solutions for real estate partners across the country. We’re excited to support the success of developers, construction companies and asset managers in all 50 states – understanding the signage requirements of communities from Buckhead, Atlanta to the Pearl District in Portland.

Waypoint is a design/build shop. Why is this important? We can provide certainty of timing, budget and design to our clients.  Our fabrication team has to actually create the signage that our designers dream up, all within a specific budget.  The nature of our business means that our team is fabulous at communication.

As a Seattle based company, we are fortunate to have access to awesome talent.  And coffee… and salmon… but seriously, we have a fantastic team. Waypoint’s over 30 professionals are specialists with many years of experience in their individual fields.  Our in-house design team is always seeking new creative signage concepts, while our precise fabricators craft signage to ensure quality and durability. The installation team is adept at working quietly and efficiently within construction sites in many states. Every person, from our administrative staff to our project managers to our shop employees shows great care in their work. That makes us proud.

What’s the name Waypoint about?

Our owner, Kevin Jeffries is passionate about signage and… boats. His family teases him as he closely examines the signage in an airport, or a restaurant or well, anywhere! When Kevin isn’t inspecting signage to see how it was constructed, he is enjoying time on the water. A waypoint is a navigational coordinate that a captain uses to follow a path on the sea. Wayfinding, our company’s key area of focus, is the signage that a visitor uses to navigate their way through a building or a space. See how it connects?

The Waypoint team

Teamwork makes the dream work, and our team is comprised of unique individuals who come together to create incredible signage for our clients. Meet the Waypoint team!

Abduhl Moneir Mobbasher


Abduhl Moneir MobbasherEstimator/Purchaser

Abduhl brings a wealth of experience and knowledge to Waypoint – in everything from the design, production and installation of carefully crafted signage and fine arts to training and development. Originally from Kabul City, Afghanistan, Abduhl originally worked in the shop, but quickly moved to the office team as an estimator/purchaser. Trained as an attorney in Afghanistan, Abduhl has an incredible mind for detail. And detail is his game, every day as he reviews opportunities with the sales team and produces pricing for projects. When he isn’t wearing his estimating hat, Abduhl coordinates with the project management team to purchase all of the materials required for every project the company takes on. When he isn’t at Waypoint, you might find Abduhl playing with his young daughter, challenging a rival at table tennis or engaging in his own art, with a focus on painting and calligraphy.

Bob Ellis

Project Manager

Bob EllisProject Manager

Bob is not only a Project Manager extraordinaire, he is also a Problem Manager. To Bob, a problem is an opportunity, not simply to “fix” an issue, but rather to improve an overall project. While always keeping the high-level vision of a project affixed in his mind, Bob manages all of the details of signage development from kick-off to design, concepts to fabrication, packaging to installation. An excellent communicator, Bob ensures that all team members are engaged and committed to a successful outcome for each and every project. As Bob looks not a day over 40, it is hard to believe that he has over 40 years of experience in the sign industry. His magic elixir? Spending time outdoors – hiking, kayaking, skate skiing and biking. Bob even commutes via bike from Ballard to the shop in South Seattle almost every day, rain or shine. He’s a true Seattleite.

Contact Bob!  bob@waypointsignco.com | (206) 538-6793

Bret Hermes

CNC Operator

Bret HermesCNC Operator

Bret is the master and commander of Waypoint’s multiple CNC machines. During the day, a visit to his wing of the shop finds Bret watching carefully over his machines as they whir and buzz, making adjustments to the computers or to the bits. Bret notes that he “cuts big parts into little parts,” but in reality, a very high percentage of Waypoint’s signage passes through Bret’s capable hands. With over 40 years in the sign industry, Bret has created a mind-boggling amount of signage, both at Waypoint and in prior roles. Originally from Montana, Bret is a man of few words who is committed to his work.

Christopher Moon

Project Manager

Christopher MoonProject Manager

Sometimes good people find each other again. And that’s exactly what happened when Chris joined Waypoint, having worked with both Kevin and Steve in their collective past life at Island Dog Sign Company. At Waypoint, Chris is a juggler and ring master, aka a project manager. While we know he only has two hands, we’re pretty sure Chris has a few more hidden somewhere, given his expertise in juggling projects and ensuring that every detail is accounted for as a project moves from client kick-off, through design, fabrication and finally to installation. His over 22 years in the signage industry likely honed his signage circus skills, with experience in all facets of the business – from the shop to design to install to project management. When he isn’t keeping many signage balls in the air, Chris loves exploring the great PNW outdoors with his family, snowboarding and maintaining the peace between his cats and his big ol’ American Bully.

Contact Chris! christopher@waypointsignco.com

Chuck Bernstein


Chuck BernsteinSales

Sales is Chuck’s middle name. Well, it is actually Jared. But it should be sales, or more accurately, Solution Finder. Why? Because the opportunity to help a client find the very best signage solution for their development is engrained in Chuck, and is just simply part of who he is. With past experience in the wholesale side of the signage world, Chuck has an in-depth understanding of Waypoint’s custom product and leverages this knowledge as he works with clients to detail a plan that will exceed their expectations and fit in their budget. Based in Denver, Colorado, Chuck is a big fan of the great outdoors, spending time in the Front Range on his mountain bike, discovering Denver’s beer gardens and dreaming of converting a rig to experience weekend #vanlife.

Contact Chuck! chuck@waypointsignco.com | (803) 457-9505

Dan Kehoe

Install Manager

Dan KehoeInstall Manager

As our Install Manager, Dan makes Waypoint proud. When asked what he likes about his job he notes, “Hands down, the most satisfying part of installation is being there to see the client’s reaction. Myself, and the rest of the installers, have the responsibility and the privilege of delivering our product. Many months, sometimes a year’s worth of work by all of Waypoint’s many talented people is entrusted to us to bring to a successful conclusion.” We couldn’t say it better ourselves. With over 35 years in the sign industry, Dan literally grew up in a sign shop, where he served as production manager, graphic designer, fabricator, installer and yes, cat petter. When not immersed in a new signage installation, Dan loves to play music. You might even find him playing a local stage in one of the several bands he is a member of. A dad, Dan is quick to point out that both of his children, a son and a cat, are quite handsome.

Contact Dan!  dan@waypointsignco.com | (206) 954-4361

Darren Emmens

General Manager

Darren EmmensGeneral Manager

Darren is Waypoint’s fearless leader. As the GM, he is responsible for making all of the voices at Waypoint sing together, resulting in not a chorus, but in exceptional signage. Darren has about a million hats to wear, and he does so with a calm demeanor, an unflappable mindset and a cheerful attitude. Every single day, he ensures that projects are on track, clients AND team members are happy and that future sign projects are coming in the front door. Darren’s favorite part of his role? He says it best, “I enjoy working with the Waypoint team to create solutions and provide our clients with the best possible outcomes. Truly, the best part of my job is our team. A diverse group of people all bringing their talent and passion to every project we work on.”

Prior to arriving at Waypoint, Darren was responsible for multiple start-ups and business units under the R.R. Donnelly corporate umbrella. With team members across the country in disparate roles, Darren managed everything from new TI build-outs to creative direction, to business leadership to sales. If you visit Darren in his office you might see some stunning photography, most of which is his work. Darren is a hard-to-find blend of business leader and fine artist, a combination that is perfectly suited to lead Waypoint’s endeavors. We are fortunate to have him at the helm. When Darren isn’t inspiring our team to do their very best, he can be found at home with his two not-so-much-kids-anymore kids, Kelten and Keely and his amazing wife Lisa. Oh, and three dogs who love to talk, Baxter, Boomer and Bruno. It does seem that Darren has an affection for alliteration. In addition to the letters B and K, Darren loves boating and catching (he’s pretty successful at fishing).

Contact Darren!  darren@waypointsignco.com | o (206) 693-2338 x248 c 206-999-6205

Eddie Rodriguez


Eddie RodriguezInstaller

In Eddie’s world, everything is an opportunity to create a work of art. And that’s exactly what he does at Waypoint. As a member of our thoughtful installation team, Eddie ensures that every sign is installed as carefully as if it were the Mona Lisa. Blending his artistic capability with his desire for precision, Eddie loves watching a project come to life and takes great pride in installing our work. Prior to working in the sign industry, Eddie was a filmmaker with a humanitarian organization, documenting the stories of children and families around the world. Originally from Los Angeles, when Eddie isn’t at work you might find him collecting art and records or wandering the mountains and beaches of the Pacific Northwest with his wife, kids and grandkids.

Eric Vangstad

Large Format Operator

Eric VangstadLarge Format Operator

There is an art to achieving perfection in printing. At Waypoint, Eric is the Master Artist of large format digital printing. With over 20 years of experience in the signage industry and specifically in image creation, Eric notes that no two projects are the same. As our Master Artist, he determines what the best strategies are for each print job, and ensures the highest quality in the resulting imagery. Originally from Minnesota, there are rumors that Eric might be a Vikings fan living in Seahawks country. When not secretly enjoying his hometown football team, Eric enjoys reading, 3D printing, music, movies and hanging out with his cat Loki.

Flo Richardson


Flo RichardsonSales

Flo loves connecting with people. She’s a serious extrovert. We love that about her, and we’re pretty sure that within two minutes of meeting her, you will too. To Flo, sales is about building and nurturing relationships. She loves to tell the story of Waypoint, while listening carefully to clients as they explain their development plans. With over eight years of experience in singing the song of signage she has a tremendous amount of knowledge and adds huge value to every client she works with. When Flo isn’t out meeting with current and future clients, she is enjoying the beautiful vistas of southern California, golfing, playing tennis and exploring with her daughter who is in school at UC Santa Cruz. Flo is based in the Los Angeles area but comes up to Seattle frequently to see what rain looks like. Flo works with clients around the country.

Contact Flo!  flo@waypointsignco.com | (310) 796-6027

Jawad Sarfraz

Project Manager

Jawad SarfrazProject Manager

Jawad is one of those people who loves an adrenaline rush. And being at work is no exception. When asked what he likes the most about his job, he responds, “What I like the most about being a project manager is the thrilling rollercoaster ride of juggling tasks, and miraculously transforming chaos into a semblance of order.” Mic drop. At Waypoint, Jawad infuses every project with his awesome energy, ensuring that a client’s vision comes to life in a manner that exceeds their expectations – from design all the way through installation. Originally from Lahore, Pakistan, Jawad grew up with a mix of cultures and energies in UAE and Canada. When not at work, he feeds his need for speed with downhill mountain biking, hiking, swimming, kayaking and crafting his project cars (we’re assuming they are of the fast variety).

Contact Jawad!  jawad@waypointsignco.com

Jeff Carl

PM Manager

Jeff CarlPM Manager

Overseer of all things. Master schedule keeper. Man who makes things happen. Some even say he’s a signage soothsayer. We simply call him Jeff. As the PM Manager (yes, that’s Project Manager Manager, you read that right), Jeff wears a lot of hats at Waypoint. As the head of our busy project management team, he helps to solve problems while being a sounding board for ideas and concepts. He’s also a project manager himself, carefully minding a portfolio of projects and ensuring that the resulting signage exceeds client expectations. And finally, as a member of our leadership team, Jeff supports the entire Waypoint team with new technology and protocol integration, focused on improving workflow and systems throughout the company. With past leadership roles in signage companies such as Messenger Corp., and experience in the advertising world, Jeff brings a wealth of knowledge to Waypoint and to our clients. When he isn’t at work, Jeff is an avid outdoorsman, exploring the mountains, skiing, biking and wandering with his dog Chuy.

Contact Jeff! jeff@waypointsignco.com | (206) 693-2337

Jolene Klaudt


Jolene KlaudtDesigner

She’s a painter, a baker, an avid gardener and a crossword puzzle riddle solver. Some might say she’s a true renaissance woman! At Waypoint, Jolene is a member of our in-house design team, leveraging her artistic mind to connect a clients’ project vision with thoughtful signage design, resulting in a cohesive exterior and interior building experience. A graphic designer for over a decade, Jolene has been in the sign industry since 2019. When not at work at Waypoint, in her yard or in her kitchen, you might find Jolene exploring the Pacific Northwest beaches, mountains or even better yet, the food trucks and breweries!

Kelli Berry

Production Manager

Kelli BerryProduction Manager

Kelli is the air traffic controller of Waypoint. As the production manager, she keeps all of the planes (aka projects) in the air, while ensuring that schedules stay on track and that signage is created with a sharp eye for detail. She’s at the controls of all of the sub-departments of the shop as well, coordinating everything from Braille to CNC routing to printing in a carefully choreographed dance. Kelli’s over 20 years of experience in the signage industry, including at local companies such as Messenger Signs and CREO Industrial Arts, combines with her degree in Industrial Design to give her an incredible depth of knowledge. When the Whidbey Island native isn’t at the helm in the Waypoint shop, she loves flying vintage aircraft (she’s even been known to commute to work in a plane), hiking, crafting, sustainable homesteading and spending time with her four dogs, fiancé and two teenage boys.

Kelten Emmens

Takeoff Specialist

Kelten EmmensTakeoff Specialist

Prepare for takeoff! In a way, Kelten is a pilot, although his environment is made up of floorplates, not blue skies. Kelten assists the design and estimating teams by carefully reviewing the floorplates for a new development, noting in Adobe Illustrator where code and wayfinding signage will be required. In our world, this is called a “takeoff.” Upon completing his virtual tour of a building, Kelten provides a summary of the required sign types to the design and estimating teams, the starting point for an accurate design/build estimate for a client. A Seattle native, Kelten loves exploring the city and seeing signs that he himself had a hand in creating. When not at work he loves spending time with friends and getting deep into the world of 007. Bond. James Bond.

Kevin Jeffries


Kevin JeffriesOwner

Kevin has a serious signage affliction. You might say he is a serial signage entrepreneur, even. With 29 years in the industry, Kevin has designed, fabricated, installed and lead teams all around signs. In his past life, Kevin owned two other signage firms, and lead the fabrication team for two more. Seattleites might know him from Island Dog Sign Company, which he founded in 2001 and sold in 2008. A little known signage fact about Kevin – at one time he created the beautiful hand-carved, gold inlaid signs seen in the Bavarian Village of Leavenworth. Some say he was paid in bratwurst and steins of beer. When Kevin isn’t pondering the ways of the signage world you can find him on the water.  He and his wife and two rescue dogs live on their trawler full-time.

Email Kevin at kevin@waypointsignco.com

Laura Williams


Laura WilliamsSales

Laura is a multi-tasking, relationship-building signage soothsayer. And how could she not be a diverse talent, as a mom of five human kids and one feline? Laura has a special knack for looking into the development future to find projects that are a Waypoint + client love match. Complicated, design-centric, tight-timelines, you name it, she diligently works with prospective clients to find a solution that engages the best of our company and theirs. A life-long Seattleite, Laura previously worked in sales and marketing in the glazing industry, and has extensive experience within the development community. When she isn’t creating new relationships at work at Waypoint, Laura might be found on the trails, hiking with her husband or defying the speed limit on her roller skates. Laura is happily based in Waypoint’s Seattle office, but serves clients across the country.

Contact Laura! laura@waypointsignco.com | (206) 778-1638

Nicole Selene


Nicole SeleneAccounting/Admin

Cruncher of numbers. Queen of QuickBooks. That’s Nicole. She’s a woman armed with a spreadsheet, and she absolutely isn’t afraid to use it. As the lead of Waypoint’s accounting and administration, Nicole makes sure all of the I’s are dotted and the t’s are crossed for not only accounting, but also for our team’s healthcare, 401k and other benefits. With over 10 years in the construction and architectural services world, Nicole understands the complicated systems of draws, billing, pay apps and more. She’s an adept juggler who keeps Waypoint working behind the scenes. Originally from Alaska, Nicole is a lover of life in Seattle, happily spending days off with her daughter, her French Bull Dog Koah or creating jewelry for her own jewelry business.

Contact Nicole! nicole@waypointsignco.com | (206) 452-1332 Ext. 200

Shannon Ritscher

Creative Lead

Shannon RitscherCreative Lead

The Thesaurus gives a bunch of synonyms for “creative.” Innovative, inspired, inventive, productive and clever are a few that pop to the top of the page. All of these words and many more could be used to describe Shannon and her superb design and design leadership skills. Following an education at the Philadelphia Art Institute, Shannon has worked in the design world since 1995. At Waypoint she inspires the design team to be better every day while also focusing on her own work to create thoughtful, imaginative signage concepts and detailed full signage packages. Shannon notes, “I like seeing our client’s property and being inspired to find ideas that fit the building perfectly.” When not at work, Shannon continues to be an artist, making Greenbelts – pet and human accessories made from recycled belts. Super cool!

Starr Davis


Starr DavisBookkeeper

As Starr says, she loves to make things balance. And at Waypoint, she’s a master of balancing spreadsheets. Starr oversees accounts payable and payroll while ensuring that our bank accounts are reconciled (more balance). With a masters from the University of Cincinnati and over 30 years of experience in accounting, Starr brings years of level-headed experience to Waypoint. A local neighborhood resident, Starr likely has the shortest commute to work, but she has lived all over the world including the east coast of the US, Japan and Texas. When she isn’t crunching numbers into submission (um, balance), Starr loves spending time with her son, her grandson and her fur babies – a German Shepherd named Julie and a Rhodesian Ridgeback simply called T.

Contact Starr! starr@waypointsignco.com

Steve McCallum

Lead Estimator

Steve McCallumLead Estimator

We’re pretty sure if you Google “signage expert” an image of Steve McCallum comes up. It’s not surprising given his 25+ years in the industry, degree in graphic design, sales, and project management expertise. When asked about his role, Steve says he “finds solutions for challenging issues.” In addition to being Waypoint’s champion of the calculator, Steve supports project managers, providing resource assistance and process guidance to help create exceptional signage within budget. Steve reviews opportunities with the sales team, provides pricing for projects and coordinates with existing customers on new developments. When he isn’t at work, Steve loves riding his motorcycle around his West Seattle neighborhood, which is currently an island, minus the coconuts.

Contact Steve!  steve@waypointsignco.com | (206) 693-2335 x235

Tavo De La Mora


Tavo De La MoraFabricator

Tavo is a hands-on kind of guy. With a background in welding and over 10 years of signage fabrication and installation, he can pretty much make anything! But being a curious person, he’s always looking to learn new skills, and loves the big “toys” aka large scale fabrication tools that live around the shop at Waypoint. A lifelong Seattle area resident, when he isn’t at work Tavo is still a creator, wrenching on cars AND computers!

Tolo Sannah


Tolo SannahInstaller

A man with an incredible focus for detail, Tolo is a craftsman. And while he is an exceptional installer, he also has the rare ability to create something even more special…something that is sometimes hard to find at the end of a large-scale construction project. Smiles. Smiling clients to be more specific. It’s what Tolo loves the most about his job, seeing a happy client smiling when all of the signage has been installed exactly as it was intended, with care for the project site and the signage too, whether monument, wayfinding, exterior or marketing signage. Born in Nigeria, Tolo grew up in Paris, France, where perhaps he learned the art of smiling as he ate croissants. When he isn’t at work, Tolo might be found bringing his precise style to the soccer field, or creating more smiles, playing with his son and daughter.

Pizza + lunchtime learning hour!

A people-driven workplace

At Waypoint, we believe that our employees’ experience at work is incredibly important. Work doesn’t have to be a four-letter word after all! As such we try to mix work with play, serious discussions with laughter-filled conversations (currently also occurring on Zoom!) and project debriefs with celebrations.

While it seems corny to say, the Waypoint team does truly believe that there “is no I in team.” When things get tough, everyone pitches in to help, however and wherever they can. And this isn’t simply within groups, such as project managers or fabrication, but rather the support is across the team. It takes all of us to meet and exceed the expectations of our clients and partners.

Current job openings

We are always looking for smart and talented individuals who want to be a part of a great team. Apply today!

  • Sign Designer
  • Seattle, WA