Grand Rapids, MI—Guilford of Maine, a leading producer of office panel fabrics, and Peopledesign have transformed the Guilford of Maine brand. The new brand identity launches at NeoCon 2011, June 13-15 in Chicago. Guilford of Maine’s Merchandise Mart showroom (Booth 1033A) will be transformed into a movie theater, opening Monday, June 13 with a public reception from 4:30-6:30 p.m.
Through key research-based recommendations from the Peopledesign creative team, Guilford of Maine has been redefined as industry-specific performance textiles, with collections focused on the office, education and healthcare markets. The tagline “The New Black” relates directly to the new brand identity, which employs black as a brand color, and speaks to the very real need for simplicity, efficiency and performance in these markets.
“Guilford of Maine provides A&D specifiers with ‘go-to’ fabrics that—just like that little black dress—work well with everything,” says Rob Harper, president of True Textiles, Guilford of Maine’s parent company. “The new, market-specific materials should clean up the noise in resource libraries, making life easier for specifiers, while giving them the freedom to explore a wider range of design possibilities.”
“We wanted to signal the change within the organization with a new brand identity,” says Yang Kim, vice president and executive creative director of Peopledesign. “The iconic pinked edging combined with a singular letter “G” creates a bug that blends history with present day; quickly placing Guilford within the textile industry while giving a nod to their manufacturing experience.”
Guilford of Maine is leveraging technology to provide designers with tools to quickly and easily request and receive samples, and help them make informed decisions about the appropriate attributes for each application. Access to the Guilford of Maine line has been simplified with a new website, a mobile version of which can be used on smart phones to quickly specify products.
Watch the video below for more information on Guilford of Maine's brand repositioning.
Guilford Of Maine NeoCon 2011 from GOM on Vimeo.