DHX Media announced during its quarterly earnings call that it will change its name to WildBrain, in a move that still needs to be put to vote.

If approved, the new name will come with a complete company rebrand including a new logo and website. WildBrain’s potential tagline will be “imagination runs wild,” and aims to highlight the brand’s motivation to focus on creativity within its properties. The company’s YouTube business, formerly known as WildBrain, will also be renamed WildBrain Spark.

“Rebranding as WildBrain embraces our commitment to creativity, imagination and innovation, and our 360-degree approach to brand management,” says Eric Ellenbogen, chief executive officer and vice chair, WildBrain. “For many years, our WildBrain group has been at the leading edge of the digital media business. As that landscape continues to rapidly evolve, now is time to unify all the parts of our Company under both the name and entrepreneurial culture that WildBrain represents.”

Stakeholders of the company will be asked to approve a special resolution to change the corporate name to WildBrain at the upcoming shareholders meeting this December. Following approval, the company expects to change its ticker on the Toronto Stock Exchange and NASDAQ. Until approved by stakeholders, the brand will continue to run under the moniker DHX Media in an official capacity.

The rebrand comes following the hire of Ellenbogen as CEO earlier this month.