Waggener Edstrom is now simply WE.

The 31-year-old public relations firm today rebranded, changing its name to WE while announcing two new hires.

Melissa Waggener Zorkin, who co-founded the company in 1983 with Pam Edstrom, wrote in a blog post today that the change “is a reflection of what WE has always been.”

“WE is about us,” she wrote. “It’s the power and insight that comes from the collective — our amazing clients, our people, our partners, and the influencers we work with every day. Together, we are WE.“

WE is widely known as Microsoft’s long time PR firm, but has been steadily expanding its base of clients. It also works with companies like Volvo, Coca-Cola, and T-Mobile, among many others.

In addition to the re-brand, WE today announced two new hires. Former Amazon Kindle manager Heather Scott joined the firm as VP of Customer Insights, while PR veteran Katie Huang Shin is now WE’s Global Client Lead Executive VP.

Zorkin and Edstrom, meanwhile, will continue to help lead the firm.

[Editor’s Note: WE is one of the sponsors of the GeekWire Summit.]