A digital media company that operates multiple websites is rebranding to emphasize one of those brands in particular. Woven Digital, which runs Uproxx, BroBible, and HitFix, among other destinations, is now Uproxx Media.
As noted by Variety, the decision to change names is in part an attempt to highlight the original content produced by the company’s Uproxx Studios wing. That web series that have come out of that division include Luminaries (sponsored by HP) and Uncharted (sponsored by Honda).
The rebranding efforts comes at a time when Woven seems to be showing some warning signs. It laid off close to 20 employees last year, and while it cited staff redundancy as the reasoning behind that change, some outlets pointed to comScore data that showed a declining audience. Woven also brought in its third CEO in two years back in November 2016. On the positive side, the media company has raised a pair of $14 million funding rounds since 2014.
Uproxx, first launched in 2008, was acquired by Woven in 2014. It claims more than 40 million viewers per month, making it Woven’s most successful brand.