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Saunders Construction Inc: Rebranding

Established in 1972, Saunders Construction is an employee-owned corporation with over $6 billion in completed projects throughout the Rocky Mountain region. As one of the region’s top construction management and general contracting firms, Saunders excels in building office, municipal, educational, mixed-use, healthcare, residential, recreational, hospitality, and retail facilities.

The Challenge:

Saunders needed to refresh their brand and website to remain relevant in their space and to coincide with new service offerings. Yet, they wanted to remain sensitive to the brand equity they had built over the past 45 years.

The Approach:

We spearheaded the Saunders rebranding initiative with an in-depth discovery session. This essential component of the AOR strategic process enables us to:

  • Gather stakeholder insight
  • Discover unique aspects of the brand story
  • Realize the overarching marketing goals for the company


The Process

From here we were able to design and develop the company’s new logo, color palette, and messaging platform. We ensured the organization’s brand committee had a voice throughout the entire process.

We then moved into the website development phase, starting with the journey map. This critical piece of the puzzle establishes the bones of a website through detailed user data, best practices, and analytics.

The final phase of the project included development, copywriting, and design.


Brand Identity

saunders before and after logo


The Outcome:

The new logo and color palette gained valuable champions of the new brand within the organization, and helped solidify the heritage of the company.

The final website and brand launched with great success, and the new Saunders logo is now displayed at construction sites around the Colorado area.

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