ST LOUIS—Fleishman-Hillard is rebranding itself, dropping the hyphen to become FleishmanHillard and adopting  new tagline, “The Power of True,” which it says will serve as “a clear articulation of what we believe as a firm, a guiding principle for our clients and our employees, and… a source of pride and affiliation.”

The rebrand is the culmination of an 18-month process—handled internally—that included interviews with clients, employees and industry experts, based on the notion that “brands are not invented; they are revealed.”

“The power of true” is designed to be both a reflection of FleishmanHilard’s longstanding values—which remain unchanged—and a way of expressing its “go beyond” business strategy, a reflection of the fact that it has added new services in recent years, from digital and social media to content creation to advertising and media buying.

“Our vision is to become the world’s most complete communications firm,” says chief executive Dave Senay, although he stresses that “PR will always be at the heart of what we do.” The firm’s mission, he says, “is to build on our legacy of service by going beyond and leading our clients in ways that create lasting positive transformation for their business, while providing employees with the best career experience of their lives.”

The “power of true” tagline “speaks to the unprecedented demand for authenticity and transparency,” adds senior partner and chief marketing officer Stephanie Marchesi, who led the initiative inside FH. “It speaks to our ethics and to our commitment to client services. It speaks to everything about who we are.”

It also lends itself to multiple applications: “The power of true communications, the power of true insights, the power of true strategy,” and more.

It is accompanied by a change in the firm’s name, to FleishmanHillard, and to its logo and identity system, and will be accompanied by a major marketing initiative that includes a redesign of its website, new advertising—including print, digital and even television—the launch of a magazine called True that will include articles by the agency’s leaders and outside experts and will also present the opportunity for “launch parties” bringing together industry leaders.