Nice knowing you, Visual Image Advertising.

No, the downtown-based ad agency isn't closing its doors. It's just undergone a name change. On Oct. 14, owners announced a rebranding strategy that includes a fresh logo and the new moniker, VI Marketing and Branding.

"This isn't just a name change," said Tim Berney, company president. "Our deliverable is considerably different than an advertising agency. We're providing solutions to difficult marketing challenges. And that solution is less often an ad campaign, than it is a more sophisticated marketing program."

VI still seeks to help its clients position their brands in an increasingly competitive marketplace.

"Creative for the sake of creative helped kill advertising," said Steve Sturges, partner and creative director. "Our creative product is based on sound strategy."

The 21-year-old shop has been called "VI" informally for decades, Berney noted.

It isn't the company's first switcheroo, either. The firm was founded in 1989 as Visual Image Media.

For more information, visit www.vimarketingandbranding.com.