PR agency Beattie Communications will be rebranded as Tigerbond and headquartered in London with immediate effect.
The company has retained the existing team, client book and office network across the UK, Ireland and North America.
Chief executive Laurna Woods revealed the new brand identity following the management buy out of the agency last month.
This came in response to criticism of a post on LinkedIn by the now former chairman and agency founder Gordon Beattie.
The post was described as “racist” and “homophobic” in the resulting row about its publication, although Beattie claims was trying to highlight that his company did not discriminate, with the first paragraph being “deliberately controversial”.
The buyout saw Woods and her leadership team take over the agency, which has offices in Uddingston, London, Manchester, Leeds and Belfast.
Woods refused to disclose the price she and her team - of Elspeth Brown, Joanne Spence, Rachel Gladwin and Chris Gilmour - paid for the agency, which has some major clients on its books.
Tigerbond will continue to offer a range of integrated communications services from social to digital, design and branding.
The company has ambitions to grow its service offerings and network in the coming months.
Woods said: “It’s a fresh start with a new agency but with one huge difference – we come with decades of experience.
"Tigerbond will be a force for good, through the people we employ, the work we produce, the suppliers we partner and the causes we support.
"We’re well on our way and are committed to progress not through words, but by substantive change and accountable action,” she added.
Don't miss the latest headlines with our twice-daily newsletter - sign up here for free.
