NewGround HQ
The Challenge
After nearly 20 years in our Chesterfield office, we knew it was time for a change. The space served us well, but it no longer reflected who we are today or how our team operates. We needed something that felt more aligned with our growth, our culture, and the experience we want to create for both employees and clients.
The Journey
When we started looking, our goal was simple: find a space our people are proud to walk into every day, and one that elevates our client experience.
We found exactly that in downtown Clayton, in the heart of St. Louis’s financial district. The location itself has been a huge shift for our culture. Being surrounded by restaurants, coffee shops, and places to gather has naturally created more connection points for our team. It’s had a larger impact on our culture than we ever expected.
We approached the design of our headquarters the same way we approach our client work with intention behind every detail. The space acts as a working showroom, giving clients a real, tangible sense of what’s possible in their own environments.
We partnered closely with our furniture dealers to select pieces that not only function well for our team, but also stay relevant to client needs. The result is a mix of spaces so people can choose how and where they work best.
One of the most unique elements is the multisensory layer we added. We developed a custom scent called ‘Origins’ that’s diffuses throughout the space, creating a consistent and memorable experience. There’s also a floor-to-ceiling wrap wall installation that blends branding with function, displaying visuals along with real-time traffic updates to help employees plan their commute home.
Throughout the office, we used a mix of custom wallcoverings, original artwork, and replicated pieces to reflect different client price points.
We also built in a variety of focused workspaces. Upholstered pods give employees a place to step away for heads-down work, while two phone booth–style micro rooms are perfect for quick calls. We were also intentional about reusing select desks from our previous office, helping reduce waste and support our sustainability goals.
Our café space is where everything comes together. It’s open, flexible, and designed to actually be used not just looked at. With a mix of seating styles, it works just as well for casual lunches as it does for team events or happy hours.
This area also carries some of our strongest visual features:
- A large environmental graphics logo wall utilizing 3D printing
- A map wall that highlights our active projects
- A tone-on-tone core values wall using a tone-on-tone with pops of our branded blue
The map wall is a standout piece that out environmental graphics team created. It’s our largest LED backlit installation to date, and it’s fully adaptable with magnetized elements so we can update it as we grow.
The Destination
Beyond aesthetics, performance mattered to our design just as much. In the boardroom, we used PET ceiling materials made from recycled water bottles to help absorb sound and improve acoustics. It’s a small detail that makes a noticeable difference in how the space functions.
We also leaned into flexibility. Modular office systems allow us to evolve the space over time without starting from scratch. Glass office fronts are layered with privacy vinyl that’s actually a deconstructed version of our logo, creating a subtle pattern that carries throughout the space.
On the technology side, all meeting rooms are equipped with Microsoft Teams scheduling integrations. Employees can quickly see availability, and color indicators make it easy to tell from a distance whether a room is in use.
This HQ is a reflection of who we are and how we think. It supports our team, tells our story, and gives clients a firsthand look at what we can create.
THE DETAILS
THE CHALLENGE
After nearly 20 years in our Chesterfield office, we knew it was time for a change. The space served us well, but it no longer reflected who we are today or how our team operates. We needed something that felt more aligned with our growth, our culture, and the experience we want to create for both employees and clients.
THE JOURNEY
When we started looking, our goal was simple: find a space our people are proud to walk into every day, and one that elevates our client experience.
We found exactly that in downtown Clayton, in the heart of St. Louis’s financial district. The location itself has been a huge shift for our culture. Being surrounded by restaurants, coffee shops, and places to gather has naturally created more connection points for our team. It’s had a larger impact on our culture than we ever expected.
We approached the design of our headquarters the same way we approach our client work with intention behind every detail. The space acts as a working showroom, giving clients a real, tangible sense of what’s possible in their own environments.
We partnered closely with our furniture dealers to select pieces that not only function well for our team, but also stay relevant to client needs. The result is a mix of spaces so people can choose how and where they work best.
One of the most unique elements is the multisensory layer we added. We developed a custom scent called ‘Origins’ that’s diffuses throughout the space, creating a consistent and memorable experience. There’s also a floor-to-ceiling wrap wall installation that blends branding with function, displaying visuals along with real-time traffic updates to help employees plan their commute home.
Throughout the office, we used a mix of custom wallcoverings, original artwork, and replicated pieces to reflect different client price points.
We also built in a variety of focused workspaces. Upholstered pods give employees a place to step away for heads-down work, while two phone booth–style micro rooms are perfect for quick calls. We were also intentional about reusing select desks from our previous office, helping reduce waste and support our sustainability goals.
Our café space is where everything comes together. It’s open, flexible, and designed to actually be used not just looked at. With a mix of seating styles, it works just as well for casual lunches as it does for team events or happy hours.
This area also carries some of our strongest visual features:
- A large environmental graphics logo wall utilizing 3D printing
- A map wall that highlights our active projects
- A tone-on-tone core values wall using a tone-on-tone with pops of our branded blue
The map wall is a standout piece that out environmental graphics team created. It’s our largest LED backlit installation to date, and it’s fully adaptable with magnetized elements so we can update it as we grow.
THE DESTINATION
Beyond aesthetics, performance mattered to our design just as much. In the boardroom, we used PET ceiling materials made from recycled water bottles to help absorb sound and improve acoustics. It’s a small detail that makes a noticeable difference in how the space functions.
We also leaned into flexibility. Modular office systems allow us to evolve the space over time without starting from scratch. Glass office fronts are layered with privacy vinyl that’s actually a deconstructed version of our logo, creating a subtle pattern that carries throughout the space.
On the technology side, all meeting rooms are equipped with Microsoft Teams scheduling integrations. Employees can quickly see availability, and color indicators make it easy to tell from a distance whether a room is in use.
This HQ is a reflection of who we are and how we think. It supports our team, tells our story, and gives clients a firsthand look at what we can create.