Radnor, Pennsylvania-based Airgas Inc. — an Air Liquide company and supplier of industrial, medical and specialty gases — has unveiled a new company tagline as part of ongoing marketing and communication efforts.

The new tagline is “Fill Your Potential,” and Airgas said it plans to “enhance its brand, inspire customers and associates, attract new customers and build brand loyalty.”

“The phrase captures Airgas’ unique promise and is empowered by the voices of both customers and Airgas associates,” the company said in a statement. “The claim aims to emphasize how Airgas, through its employees, is striving to accompany its customers on delivering their full potential may it be through gases, welding or safety products they use.”

The marketing and communications campaign includes new truck branding, facility materials, promotional items and additions to Airgas.com.

“Airgas associates thrive on enabling our customers to reach their competitive best, from daily reliability to ambitious transformations. Our new theme line, Fill Your Potential, represents our commitment and mobilization to journey with customers in pursuit of value creation, while together embracing the promise of a sustainable and prosperous future,” said Jay Worley, Airgas chief operating officer.