What’s our deal?

Whether it’s through traditional outlets like advertising and print marketing or digital and social platforms, we help you shout, whisper or sing your unique story. Our strength is in asking the right questions (of you and your audiences) so that we can deliver top-notch communications to the people you care about most: your customers, employees, investors, board members, users and clients.

We are located in Gainesville, FL surrounded by the best researchers and innovators in the region. We are always looking to the folks around us for inspiration and for opportunities to collaborate.

We’re smart, brave, committed and (most importantly) FUN.

The Team

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TeamTracybTracy Bachmann, President + CEO

What Waymaker means to me:
Our small size means we work efficiently. I like getting down to business and getting things done! We build teams. We work with the best writers, photographers, designers and programmers out there to deliver a great product to our clients. Waymaker is an environment where creative thinking is valued, communication is key and where (almost!) every job is fun!

What I bring to the table:
Vision. Passion. Initiative.

When I’m not working, I love to:

  • Listen to live music
  • Travel (to listen to live music!)
  • Cook elaborate meals (I have a way with vegetables)
  • Be outside exploring North Central Florida

I’m most proud of:

  • Being the mother of three amazing kids
  • Being a part of my husband’s family’s business, the oldest private boys camp in America, Camp Highlands for Boys
  • Being the daughter of a career Marine and living all over the world

The facts:

  • BA from Flagler College in graphic design
  • Joined the Waymaker team in 2005
  • Named President November 2012

Guilty pleasures:

    • HBO’s Girls
    • Trader Joe’s Red Twists
    • Too much time spent on Instagram!

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Jen BarnicleJen Barnicle, Art Director

What Waymaker means to me:
Smart, strategic communication and good design are a given when you work with Waymaker Communications. The Waymaker team distills the toughest communication challenges into clear, thoughtful solutions that are as relevant as they are beautiful. It is a pleasure to be a part of the northern branch of Waymaker and to work with such a talented, enthusiastic and exceptional team of professionals.

What I bring to the table:
Experience. Resolution. A keen eye for detail.

When I’m not working, I love to:

  • Hang out with my family
  • Play tennis
  • Ski
  • Listen to music
  • Take long walks

I’m most proud of:

  • The two boys my husband and I are raising
  • The volunteer work I do on Cossitt School’s PTC Executive Board
  • The many long and diverse friendships I have maintained over the years

The facts:

  • BFA from Miami University, Ohio
  • Been working with Waymaker since 2006

Guilty pleasures:

  • Discovering a great IPA
  • Binge-watching House of Cards
  • Nutella, straight from the jar

Andy Rench, Experience Design

What Waymaker means to me:
A great team that loves a challenge. Smart, nimble, and forward-thinking. Waymaker is NOT about ego or single-minded solutions. Waymaker is about solving the client’s toughest problems from every angle with simple, straight-forward communication and design solutions that work.

What I bring to the table:
A technology-driven mindset and an eye for design. Making your digital life simpler.

When I’m not working, I love to:

  • spend time with my wife and 3 children
  • lounge on the beach with family
  • play guitar
  • make comics and draw
  • screenprint posters in my basement

I’m most proud of:

  • striving to be a good father and husband
  • approaching middle age and still playing rock shows
  • approaching middle age and still making comics

The facts:

  • BFA from The School of the Art Institute of Chicago
  • More than 15 years of experience working in the digital creative field

Guilty pleasures:

  • Watching America’s Funniest Home Videos reruns
  • Eating liverwurst sandwiches
  • Listening to Iron Maiden
  • Reading the comments

Vicki Gervickas, Communications Consultant

What Waymaker means to me:
At Waymaker, we put the latest research and theory to work in the real world, and we work with talented and creative people on the most fun jobs in town. There’s never a dull moment with our team.

What I bring tot the table:
Creativity, experience, common sense and, most importantly, a sense of humor.

When I’m not working, I love to:

  • Provide superior chauffeur and administrative services to my children, husband and pets
  • Read (I am always in the middle of a great book)
  • Play tennis
  • Grab a bite or beverage with friends

I’m most proud of:

  • Embracing change
  • Achieving work/life balance (most days)
  • Maintaining friendships over long distances over decades

The facts:

  • BA, Journalism/English, University of Massachusetts/Amherst
  • MA, Technical Communication, University of Minnesota
  • Technical Editor/Sales, IBM Corporation, Rochester, MN and Philadelphia, PA
  • Adjunct Lecturer, Public Relations, University of Florida, since 2011
  • Communications Consultant, Gainesville, since 1996

Guilty pleasures:

  • Binge-watching the latest tv shows and movies
  • Long telephone chats with best friends (old-school, I know!)
  • Utz potato chips, Heluva Good dip and Coke Classic (so sad this has become a guilty pleasure)

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