Member of the drinks association (publisher of drinks bulletin), Blue Star Group has announced a re-brand across its business this week, now trading under the name Bluestar WEB.

After acquiring a range of new businesses, including STI lilyfield, iGroup, Thompsons Print and Display and POS Collective in recent months, the business believes that Bluestar WEB will better communicate its expansion and its new set of capabilities and communication channels.

In addition, Blue Star Group also announced that as part of the rebrand, it will be moving the majority of its operating divisions under the broader print and marketing communications group – ive.

Acting as the parent company, under ive Group will sit Bluestar Web, along with two new divisions – iveo – the businesses end-to-end managed communications solutions business, previously called Bluestar IQ, and Kalido – its expanding creative agency arm, previously called Bluestar create.

ive Group Executive Chairman, Geoff Selig said of the rebrand: “We are firmly of the view that our refreshed brand architecture better reflects the increased diversity of our offer whilst retaining most of our current Blue Star Group divisional brands.

“As we seek to grow our business across an increasingly broader set of capabilities and communications channels, it is important we communicate this effectively through how we present ourselves to the market.”