On May 1, BBC Productions, Inc.announced a new name as a result of a recent rebrand ing campaign. The company, app roaching its tenth year of business, believes the new name is more descriptive of what they do, and positions the company as a cooperative client/agency effort. President Gail Tassell assembled friends, family, and em ployees to brainstorm on the name and tag line. The new name: Acuity Incorporated, “Creating Value Through Focused Communication.” Acuity was recently hired by Competitive Logic, LLC., a business strategy consulting firm, to develop, execute, and manage the company’s brand image campaign, beginning with development of a company logo and stationary package. AremisSoft Corporation named Acuity its agency of record for their hospitality division based in Atlanta. A supplier of internet enabled solutions for manufacturing, hospitality, healthcare, and construction businesses, AremisSoft purchased the hospitality division of Eltrax Systems (now known as Verso Technologies) in the spring of 2000. Acuity will develop the division’s branding campaign, producing all advertising, collateral, and trade show displays. Acuity will also coordinate special events, and develop and execute a media strategy.