J ConnellyCommunications and marketing agency JCPR has rebranded as JConnelly. The name change marks the agency’s first rebrand since it was founded in 2003.

Founder and CEO Jennifer Connelly told O’Dwyer’s that the new name and visual identity reflects the agency’s evolution as well as recent changes in the industry.

“The role of PR has changed so much, even in the last five years, but perception hasn’t kept pace. Over and over we hear from companies who are surprised a PR firm would have marketing, content, social and video capabilities under one roof. We haven’t moved away from PR, it’s just now under a bigger umbrella,” Connelly said.

The agency, which specializes in finance, tech, professional services, consumer and lifestyle, initiated the rebrand on the heels of its 13th anniversary. Marketing VP Ian Keldoulis, who led the rebrand along with JConnelly’s internal marketing team, told O’Dwyer’s that the agency has been providing integrated communications services for some time, “eventually reaching the tipping point where describing ourselves strictly as PR felt limiting and no longer reflective of the breadth of our expertise.”

JConnelly, which staffs more than 70, has offices in New York and Parsippany, NJ.