A global rewards, recognition and incentives provider that Top 40 distributor HALO Branded Solutions (asi/356000) acquired earlier this year has rebranded.

Going forward, Michael C. Fina Recognition, a company with 50 years of experience in the incentives/recognition market, will now be known as HALO Recognition. The brand’s New York office, administrative center, management team and daily operations will remain the same. Traffic from the former Michael C. Fina website will automatically redirect to a new site – www.halorecognition.com.

“As HALO Recognition, we’ve changed our name, but the DNA remains the same – we are still committed to creating memorable experiences and celebrating employee success,” said Jeffrey Fina, chief customer officer at HALO Recognition. “This new chapter opens up new capabilities, expertise and possibilities for our customers.”

HALO CEO Marc Simon said that HALO Recognition will combine the strengths of HALO Branded Solutions and Michael C. Fina Recognition when it comes to best practices, brand advocacy, promotional products and sourcing to market, while offering top-notch online recognition experiences and physical gifts and rewards.

“Our goal is to provide our valued recognition and branded merchandise clients with a single point of expertise,” Simon said in a statement. “The HALO Recognition rebranding will provide clarity and consistency to our client base as we expand our combined offering.”

When HALO Branded Solutions announced the acquisition of Michael C. Fina in February, the distributor noted that the Long Island City-based recognition company is not a supplier to other ad specialty distributors. Rather, the firm works directly with major global brands, utilizing proprietary software, in-house production and major retail brands to provide a selection of rewards for individual milestones.

Further, HALO noted that it did not acquire Michael C. Fina’s retail division. Operating as an online merchant that specializes in selling fine china, sterling silver, jewelry, bridal registry services and more, the retail division continues to be owned by the Fina family, HALO has said.

With reported 2016 North American promotional product revenue of $282.3 million, HALO Branded Solutions ranked 5th on Counselor’s 2017 list of the largest distributors in the ad specialty industry.