About Trueline – Maine Marketing Services

What Does Trueline Do?

Trueline is an independent, full-service marketing and consulting firm based in Portland, Maine. Founded by Haj Carr in 2007, Trueline provides strategy, content and design to clients around the world, including companies, nonprofit organizations and individuals.

The company is best known for Trueline Publishing, a collection of industry-specific trade journals covering professionals in law (Vanguard), technology (Toggle), construction (Blueprint) and executive leadership (Vision). Some of the companies profiled by Trueline Publishing include Dell, Ford, Microsoft, Comcast and Pfizer, among many others. To date, Trueline’s publications have generated more than 1 million pageviews.

Trueline’s full service marketing services are used by dozens of companies and organizations throughout the U.S. They include website optimization, SEO,  graphic design, content-creation, social-media strategy, media outreach, and speech writing. The company’s marketing business serves clients of all sizes and sectors: small Maine nonprofits; local restaurants; international membership organizations; entrepreneurs; and more. Trueline prides itself on a creative, collaborative approach, with most of its projects involving personnel from every department, specifically writing, design and business strategy.

A Brief History

When Haj Carr launched Trueline in 2007, the U.S. was in the throes of the Great Recession. Complicating things further, the company’s flagship publication—U.S. Builders Review—was focused on an industry especially hard hit by the downturn.

Carr’s strategy was to convince executives at these companies that, to survive the recession, they needed to stand out from the competition—including through creative content. (He was correct.) The publication was an instant success, and other trade journals soon followed. Thirteen years later, it has emerged as one of Portland’s most sought-after creative agencies. The company’s stories have been read and shared around the world and its dynamic marketing arm now serves dozens of clients, both in Maine and throughout the U.S.

In 2019, Trueline moved its headquarters to 561 Congress Street in Portland where the SALT Institute for Documentary Studies used to be. Since then, the company has hosted nearly a dozen First Friday art shows, displaying work from some of the region’s most prominent and prolific artists.

Each year, Trueline staff are invited on a weekend rafting trip along the Kennebec River in The Forks, Maine. The company also hosts an annual Holiday party, held at the Mariner’s Church in downtown Portland.

Trueline has been named one of the “Best Places to Work in Maine” for four straight years (2016-19). On-site amenities include office happy hours; a ping-pong room; subsidized parking; monthly “Town Hall” meetings and generous incentives for exceeding sales goals.



As promised in advance, my feature in Vanguard has increased my visibility within the profession and prompted more than a few people I have not communicated with recently to reconnect. One of the Italian law firms I have used in the past is now in the process of interviewing me for an article on their website and tweeting out the feature story. Activity and the number of people connecting with me on LinkedIn has soared, which is great. The Vanguard writers and editorial staff were great to work with—highly professional and made the effort to make the experience both fun and rewarding (they were also respectful of the time pressures and demands all lawyers face). I was very pleased with the experience and the final outcome. Needless to say, I have been very pleased. All in all working with Vanguard has been a very positive experience which generated good publicity for both Shawcor and myself. My sincere thanks.
– Tim Hutzul, General Counsel, ShawCor Ltd.
It was a great honor to be featured in Vanguard Law. Working with every member of the team, from the initial interview with Erin Clark, through production with Victor Martins, writing the article with Taryn Plumb and creating the final content with Dave Gushee, was a true pleasure. Everyone was very professional, enthusiastic and supportive, and their creative approach and positive attitude clearly came through in the final product.
– Kevin C. Rakowski, Senior Vice President, Deputy General Counsel, Compliance with Radian Group Inc.
I was honored to be the subject of an article. I enjoy reading Vanguard articles and seeing how other attorneys got to their positions and see their jobs. It's also interesting to see how different law firms partner with the subjects of the articles.
– Henry Marquard, in-house counsel, Stanley Consultants Inc.
The piece highlighting my company, Bob Baker Enterprises, Inc., came out fabulous. Our company is in the new and used car sales and service industry. Everyone was great to work with and extremely professional. They produced a high-quality product and have provided expert assistance and guidance post-production of the article.
– Wade Poulson, General Counsel, Bob Baker Enterprises Inc.


Spring I 2024



  • * We’ll never share your email or info with anyone.
  • This field is for validation purposes and should be left unchanged.