Embracing 45 years of proud company history with a brand refresh.

Saunders Construction Inc



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. 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.


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

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.

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.