Since 1975, DIDION has built industry-leading metal processing equipment. With the third generation of Didions taking the helm, the company enlisted Atomicdust to maintain its reputation for innovation and reliability.
DIDION’s rugged (and massive) machinery makes foundries and recycling plants more efficient, safer and less wasteful. It’s a revolutionary concept—literally. DIDION machines use rotational force to process metals. But the brand and website weren’t conveying the company’s forward-thinking nature and powerful products. Our job was to reimagine the brand identity and website to stay ahead of its evolving industry.
Inspired by the machinery’s rotary elements, we developed brand language that underscores the equipment’s durability and strength, with phrases like “power progress,” “spin waste into wealth” and “year after year after year.”
DIDION’s logo already hinted at mechanical revolution and only needed subtle updates, but other visual elements needed a bigger lift to modernize. A streamlined color palette instantly elevates the brand’s perceived quality, and new graphic devices introduce texture and ownable, repeatable elements. And since the company was about to roll into its 50th anniversary, we surprised the client with a 50th-edition version of the logo they could use to celebrate all year long.
The website needed to speak to younger professionals ascending to leadership positions within DIDION’s target market. Messaging and visual elements directly address audience pain points—showcasing how the equipment reduces costs and delivers cleaner outputs.
Case studies put client results centerstage while interactive before-and-after sliders show users the tangible impact of DIDION’s equipment. And across every page, animated elements highlight the company’s signature rotation while providing a modern user experience.
DIDION has always been at the forefront of its field, and now, again, it looks the part. We’re looking forward to seeing the company redefine what’s possible in metal processing—again and again and again.
