Trueline – Portland, Maine Marketing

About Trueline

Trueline is a full-service marketing firm based in Portland, Maine. Founded by CEO Haj Carr, the company specializes in business development strategy, content creation, graphic design, web design, SEO and more. Trueline works with individuals, small businesses, international corporations and large nonprofit organizations—including companies in industries looking to partner with a trusted construction recruitment agency or experienced construction recruiting firms to support their branding and talent goals.

Trueline Publishing, the company’s flagship division, produces trade magazines that highlight innovation and leadership across construction, technology, executive leadership, finance, and law. Publications such as U.S. Builders Review helped establish Trueline as a respected voice in the building sector, frequently featuring organizations like GM, Bayer, Waste Management, VMware and Dell. Many of these partnerships extend beyond publishing to support their growth as employers—and, in the case of construction-related partners, even align with construction recruiting firms to strategically showcase their workforce and company culture.

Alongside its publishing success, Trueline has cultivated a robust marketing division serving local businesses, global enterprises and nonprofits alike. Services include graphic and web design, SEO, content development, and strategic business growth. For construction companies, Trueline’s ability to elevate employer brands complements the efforts of a construction recruitment agency by helping attract top industry talent.

Collaboration is at the heart of Trueline’s work—teams across departments contribute to every client project to ensure creativity, accuracy and measurable results.

What Sets Trueline Apart?

When Trueline launched in 2007, the U.S. was facing a major economic recession, and its first publication—U.S. Builders Review—focused on one of the hardest-hit sectors: construction. Rather than retreat, Trueline encouraged companies to embrace marketing, storytelling, and smart positioning—especially crucial for industries relying on visibility and talent, including those working with construction recruiting firms.

The message resonated. U.S. Builders Review quickly grew, additional publications followed, and by 2010—coinciding with the company’s move to Portland—Trueline had become a leader in custom media and storytelling. Today, it remains one of Maine’s most sought-after marketing firms, partnering with companies across the country, including those searching for or functioning like a construction recruitment agency to grow their workforce.

In 2019, Trueline moved into its current office at 561 Congress Street—formerly home to the SALT Institute for Documentary Studies. The company continues to honor the space’s creative legacy by hosting First Friday art shows featuring local and regional artists.

Trueline also prioritizes culture and community. Annual traditions include rafting trips along the Kennebec River, a festive holiday party in downtown Portland, and regular team events. For four consecutive years, Trueline has been recognized as one of the “Best Places to Work in Maine.” Employee perks include competitive pay, strong benefits, a ping-pong room, on-site parking, occasional happy hours and one of the most collaborative office environments in the state.