But that's what The Guilford Group, as it was formally known, had done over ten years. Staffed with experts who specialize in helping corporations, insurers and reinsurers reduce lost workdays, litigation and medical costs, Guilford had its niche. And yet, the message was getting lost in their marketing. They needed a name that would better describe its services, while retaining some of the equity it had gained from its old marketing efforts. Our solution was to let the marketing strategy drive the name change. The Guilford Group, a company known for paring down costs would become Gilford Pare.

The pear would become its graphic symbol. The Guilford Pare name and logo

would communicate exactly what the compony was all about.

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