MI-Connection has changed its name to Continuum after an 18-month rebranding process. In a press release, the municipally owned company said the name Continuum was chosen to represent the company’s range of video, internet and voice services as well as potential future technologies.

“This isn’t just a name change,” said CEO David Auger. “We’ve made fundamental changes to build on our strengths and improve on prior weaknesses. It’s a very different company today. And the new brand reflects our renewed commitment to excellence in serving our customers.”

Continuum has invested in new video technologies, broadband speeds and customizable business solutions.

The new marketing campaign “proudly touts” the company’s team of local customer care reps and service technicians who promise to “treat you like a neighbor, not an account number.”

Continuum is owned by the towns of Mooresville and Davidson. In addition to those towns, the company also has customers in Cornelius.