Literary marketing agency Zg Stories has a new name.

The agency, which was founded by Zoe Grams a decade ago, will now be known as Serif. The name change is accompanied by a major internal change: Ariel Hudnall becomes managing director, while Grams will “support company strategy,” according to a press release.

Serif is also launching a new range of services, including expanded author consultation and strategy packages.

“I’m terrifically proud of the reputation we have built at Zg over the last decade, and deeply grateful to the community of clients who have supported us since our inception. This name change reflects the next chapter of our organization, with the exceptional Ariel Hudnall at the helm,” Grams said in the press release. “I look forward to continuing to support our literary ecosystem, and the Serif team, in this exciting next phase.”

The communications support Zg Stories has been doing for environmental nonprofits, Indigenous Nations, and municipalities will continue under a separate brand, Flux Strategy.