Guilford of Maine

Breathing life into a legacy textile brand.

The textile mill in Guilford, Maine, finds itself in a very different business landscape than 150 years ago. Today's Guilford of Maine is a product of an industry consolidation and globalization as the textile industry adapts to a new era. When company leaders asked Peopledesign for to revitalize the brand, there was internal confusion about audiences, markets, and value propositions.

Through customer research, an examination of Guilford’s capabilities, and working with Guilford leadership and investors, we identified a new go-to-market strategy: Where to play and how to win.

Most textiles companies strive to be differentiated by product styling. We recommended the Guilford instead focus on textile performance – its historical strength and a market opportunity. We helped Guilford restructure its product offering to focus on targeted vertical market performance needs – Healthcare, education, and corporate offices. We then helped repackage the Guildford brand, launching an award-winning rebrand for an industry trade show.

Guilford of Maine's rebranded showroom drove three-times the amount of foot traffic compared to the previous year.

Peopledesign helped us have more focus. The recommendation to concentrate on vertical markets moved us ahead of the curve.

Amy Robertson
Marketing Director
Guilford of Maine

Guilford of Maine
Guilford of Maine

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