In preparation for celebrating its 50th anniversary in 2025, AFS Corporate Member DIDION unveiled the results of a major strategic rebranding in September. 

Well-known among foundries for its durable, long-lasting shakeout, metal cleaning, and sand reclamation equipment, the company embarked on a year-long journey that included SWOT analysis, interviews with customers, and full market evaluation. Their new, modern website with fresh, engaging content is aimed at relating to the young generation of metalcasting professionals entering the industry. The site’s look and messaging are also being carried into advertisements, and all customer-facing communication. Even DIDION equipment is showcasing the new electric blue hue seen on the website.

“Our goal is to be more relatable to our foundry customers,” said President Mark Didion, who took the company’s helm in the spring of 2022. “During the process, we discovered how many companies tend to say the exact same thing about being the most innovative and having leading technology. We’re taking a different approach, because sometimes what we might want to say isn’t what the customer wants to hear––and if you’re not relating to them, you’re really just talking to yourself.  

“Today, our website is more about telling our story,” he added. “It was hard work and a big investment, but I’m really proud that we didn’t take any shortcuts.”

Anonymous interview responses from foundry customers reflected favorable feedback about the company’s strong brand recognition and dependable, low-maintenance equipment, none of which will change, Didion added. “This is no joke––the No. 1 recommendation our customers had for us was, ‘Don’t mess it up.’

Building on the revolving nature of its rotary machines, DIDION’s new tagline is “Built for revolution.” Didion said he’s focused on setting the company up for its next 50 years, during which he intends to keep the brand and marketing in sync with future generations of foundry management.