RALEIGH – Following the merger of Raleigh-based inMotionNow and Lytho BV, the company will rebrand with a name that alludes to lithography, an 18th-century printing process.

The new name: Lytho.

That’s because the company “views itself as a modern lithographer for the digital age,” according to a statement issued by the company.

Lytho provides software for creative workflow and digital asset management (DAM).

The rebrand extends to the company’s products as well, which will now also incorporate the name of the company.

“Lytho better signifies who we are and what we are building – a broader, more sophisticated and advanced software solution that is purpose-built for teams that value creative and want to make the most of the entire content lifecycle,” said inMotionNow CEO Douglas Thede in a statement.

The company rebranded as inMotionNow in 2012, following raising capital.

It also raised $3 million in capital in a 2017 Series A round, and then a follow-on raise of $600,000 later in 2017.

Clients include the Denver Broncos, Sodexo, Toyota, the LPGA, and Vanderbilt University, according to its website.

“Content teams are more critical to business success than ever before. That’s why we’ve seen the number of companies in marketing technology explode in recent years. Despite numerous tools in the space, there are still too many unmet needs,” said Thede in a statement released earlier this year announcing the merger of the two organizations.