JR
Jacob Rexroat
◆ Finance
Pop Waffle is co-founded and led by Roby and Rayne Robertson — creative and operational principals. A small corporate group handles the business side. When the work calls for specialists, a trusted network joins the engagement.
Creative work runs through a single principal — always. The corporate group keeps the practice running. A trusted network of specialists joins when the brief calls for them. One creative mind. Zero hand-offs. No revolving door.
I started Pop Waffle Design because good design shouldn’t be reserved for companies with eight-figure marketing budgets
For more than a decade, I’ve run this studio as a home for the kind of work I love most — brand identities, print, web, and multimedia projects for small and mid-sized businesses in the DFW area and beyond. Every client gets the same thing: a founder across the table, a sharp creative eye, and work that’s built to last longer than a trend cycle.
By day I lead commercial and product strategy for a fintech company. By night and weekend, Pop Waffle is where I come back to the craft — sketching logos, laying out magazines, building brand systems, and making things look the way they should.
If you’ve got a brand that needs a voice, a business that needs a look, or a project that deserves better than a template, I’d love to hear about it.
I’m Rayne Robertson, co-founder and Chief of Staff at Pop Waffle Design — and the reason any of this actually runs on time.
I’ve spent more than a decade in account management and operations, which is a professional way of saying I’m the person who makes sure the work gets done, the clients feel taken care of, and nothing important falls through the cracks. At PWD, that means keeping projects on track, being the steady voice on the other end of the email, and making sure every engagement feels as considered behind the scenes as it does in the final product.
Roby and I built this studio together, the same way we’ve built most things — as partners. We’re married, we’re raising our kids in DFW, and Pop Waffle is one of the quieter joys we share: a space to do good work for people we like, on our own terms.
If you’re thinking about working with us, chances are I’ll be the first person you hear from. I’m looking forward to it.
When a brief calls for more than one creative mind — longer-form copy, motion, custom illustration, deeper strategy — we bring in trusted collaborators who've shipped work alongside us before. Each one hand-picked for the specific project. None of them are in the corporate group, and none of them are guessing.
Long-form writing, voice systems, naming work that needs a second creative mind.
Brought in ~40% of engagementsLogo reveals, product motion, launch video, and animated brand moments.
Brought in ~25% of engagementsCustom illustration systems, spot drawings, editorial work beyond stock.
Brought in ~20% of engagementsDeeper research, competitive workshops, and positioning work on larger briefs.
Brought in ~30% of engagementsEvery engagement runs with the principal at the center. The corporate group joins at specific stages. Specialists from the network come in when the work calls for them.
Sales opens the call, Creative joins if it's a fit. Honest 30-minute conversation. No decks. We'll tell you if we're not the right shop.
Creative directs, Operations sets the cadence, Finance locks terms. Scope, timeline, check-ins, and budget agreed before any concept work begins.
Creative leads research; strategy specialist joins on larger briefs. Market, category, customer, and competitive work — written up into a brief everyone signs off on.
Creative directs every direction and iteration. Copy and illustration specialists join as the work calls for them. All concept work runs through Creative. Always.
Engineering builds, Infrastructure secures, Creative directs. Websites, systems, and digital properties go through proper engineering and security review before going live.
Operations runs launch ops, Creative leads, motion specialist joins if launch calls for it. Rollout day has the full team on deck — so nothing breaks when it matters.
Creative stays close to the work; Operations runs the 3-, 6-, and 12-month check-ins. We don't ghost after launch. The brand is only as good as it is six months in.
Shawn will open the conversation. Roby will be there if it's a fit. One honest 30 minutes — no decks, no scripts, no obligation.