The Newfoundland and Labrador Film Development Corporation has rebranded itself as PictureNL.

The provincial government says the move is to help modernize the organization’s branding and reinvigorate its mandate.

They say the new brand encapsulates the their commitment to advancing the province’s unique storytelling culture and the skills of industry professionals, and putting the province on the map as a filming destination.

CEO Laura Churchill says the new look has been a long time coming, noting that the industry has been doing very well and it shows off the growth of the sector as a whole.

“It’s just buzz worthy,” says Churchill, noting that people are excited and getting paid. She believes most people have been touched in some way by the productions happening here.