NewGround Relaunches Brand Strategy Practice

Director of Brand Strategy John Mathes to lead programs that shape and align brands for growth



CHESTERFIELD, Mo., October 18, 2021–NewGround, a St. Louis-based innovative architecture, design, and project management firm, has announced the launch of their new Brand Strategy practice led by branding expert and industry thought-leader, John Mathes.

With Mathes as the leader of the NewGround Brand Strategy practice, the organization will offer a holistic suite of branding services specifically designed for the financial industry to uncover their brand essence, differentiate themselves and align their brand for growth and success.

Through a strategic roadmap, NewGround’s proprietary Brand Strategy Blueprint program takes clients on a step-by-step process in discovery, strategy, naming, development, expression, and rollout.

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“At NewGround, one of our key strengths is interpreting and applying our clients’ brands into their physical spaces. We are a leader in the environments and corporate interiors sector,” said Kevin Blair, President and CEO of NewGround. “But many of our clients come to us unclear about who they are as an organization and need support earlier in the process to define key areas of brand positioning including naming and core values.” Blair continued, “With John Mathes leading our new Brand Strategy practice, NewGround is truly now an end-to-end provider for our clients, taking them all the way from brand construction to building a new space for their guests to enjoy.”

NewGround has been a trusted brand steward for over 100 years helping financial institutions and retailers define and translate their brands into stunning branded spaces across North America. With this revamped service offering, organizations will be able to utilize the retooled program to support financial and retail clients for years to come.

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Mathes brings over 20 years of industry knowledge in business development and brand strategy for financial services and retailers across the United States. As a seasoned C-suite navigator and board-level presenter, Mathes possesses deep strategy experience in crafting and building brands while driving growth and traffic for clients. Mathes has a proven track record of successfully orchestrating refined brand experiences.

Throughout his career, Mathes has created successful retail brand strategy programs for numerous notable clients such as SunTrust Bank, Regions Bank, Redwood Credit Union, Allegacy Federal Credit Union, Publix Supermarkets, NAPA Auto Parts, and Walmart.

Prior to joining NewGround, Mathes worked in similar roles defining brands with Strum Agency, formerly Weber Marketing Group, as well as Bancography and BrandPartners.

About NewGround

NewGround is the industry leader in planning, designing, and building branded spaces for financial institutions, organizations, and retailers. With over 100 years of experience, we align brand, place, and culture in branded spaces across North America. Headquartered in St. Louis, Missouri, NewGround maintains corporate offices in Chicago, Illinois, Honolulu, Hawaii, and Waterloo, Ontario, with a regional presence throughout the U.S. For more information, visit NewGround at


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Julie Molitor

Vice President of Marketing