Scandinavian esports organization North announced that it has completed a rebrand.

“Today marks a new beginning for North,” the release stated. “The organization has redefined the overall brand to emphasize a new dawn where North will aim at becoming the leading Scandinavian esport organization.“

Starting in October 2019, North has been searching and has brought in new management in an organizational shake-up. According to the release, the new staff has “tidied up” the organization by arranging staff positions according to their strengths.

North, mostly known for its strong Counter-Strike: Global Offensive team, has added a performance coach to its roster. Christian Engell will take the reigns as the new performance coach and has helped some of the most successful Danish athletes such as professional soccer players Kasper Schmeichel and William Kvist.

One thing not lost in the rebrand was the re-signing of 21-year-old star Markus “Kjaerbye” Kjærbye. The one-time Major winner and Major MVP, Kjærbye is considered one of the best players in the world.

“I am happy to have re-signed my contract with North. North came to me with an ambitious new plan for both the team and the organization. The rebrand looks and feels great, and more importantly, the people in the organization behind us are determined to succeed. All in all, this feels like the perfect home for me,” Markus “Kjaerbye” Kjærbye said in the release.

North has also announced that it will participate in the Apex Legends Global Series with $3M USD up for grabs.