JP Marketing is now known as HYPHEN — a new name and look to go with a new Fresno office. Photo illustration by Cecilia Lopez

One of the leading faces in Fresno’s marketing and advertising industry is getting a full-rebrand makeover — new name, tagline and logo — to go with the new home it found earlier this year.

JP Marketing, which has served the Valley for 30 years, will now be known as HYPHEN, reflecting the company’s mission to unite proven marketing strategies with fresh perspective, providing clients powerful results in their creative marketing campaigns, according to a news release.

Company officials made the announcement at the agency’s 30th anniversary party Thursday evening at the new office in North Fresno. Earlier this year, HYPHEN relocated to 677 W. Palmdon Dr., Suite 101, a space formerly occupied by interior designer Tangram.

“While JP originated from two founders, the agency is so much more than that today,” said HYPHEN Founder and President Jane Olvera Majors. “We are taking this milestone anniversary celebration as an opportunity to reframe how we deliver successful campaigns for clients while doubling down on our core values that have sustained us for 30 years.”

Majors said that the evolution of the agency reflects its approach to the industry, adding that much like the hyphen is in punctuation and literature, the new name brings concepts, clients and strategies together, creating a stronger, more well-rounded final product.

The rebrand will include a new look, logo and tagline, “Creating Unconventional Connections,” encapsulating the agency’s vision for the future.

“The team assembled today is some of the most talented and dedicated you’ll find anywhere,” says Majors. “They are continuous problem solvers with a competitive edge. They are driven to forge solutions and secure the win-win. They live our rally cry ‘We find a way’ no matter the challenge in front of them. I’m delighted this rebrand gives us the opportunity to tell this story in a more visible way.”

In addition to the rebrand, two longtime employees with the agency will elevate their leadership roles within the company; 25-year employee Jeanna Antonio will serve as agency CEO and 20-plus0year veteran Josh Durham will assume a role as HYPHEN’s chief technical officer.

Majors will maintain her role as president and founder.

On Wednesday, JP Marketing won the award for Best Marketing Agency as part of The Business Journal’s Best of Central Valley Readers’ Choice Awards, maintaining an 11-year streak.