PORTLAND, Maine — Marking its 75th anniversary, the event organizer previously known as Diversified Communications rebranded to Diversified and introduced a new visual brand identity.
Diversified is a global, third-generation and family-owned business, and organizes Seafood Expo North America and Seafood Processing North America, International Workboat Show, Intersolar & Energy Storage North America, and more events.
“This brand refresh signals to our customers, partners and employees that we’re evolving alongside the diverse business communities we serve,” Dan DiLorenzo, Director of Digital Marketing at Diversified, said. “It honors our legacy while positioning us for the future … Diversified’s global portfolio includes nearly 50 brands. Many customers recognize these individual brands first and the Diversified name second. Our goal is to increase brand awareness so that when partners do business with Diversified, it becomes synonymous with a best-in-class experience, both in-person and online.”
A Comprehensive Refresh
According to DiLorenzo, this rebranding was part of an ongoing corporate modernization initiative, which took various forms across the company and included adopting new technologies and elevating the onsite attendee experience.
“The process began with qualitative interviews with various stakeholders, a brand audit and a competitive analysis,” DiLorenzo explained. “This work led to a new visual brand identity (including a logo), updated values statements and new divisional websites. The effort was a collaborative exercise involving our offices in the U.S., U.K., Australia and Canada, starting in January 2024 and culminating in December 2024.”
Advice for Organizers
“If you’re considering a rebrand, my first piece of advice is to partner with a trusted outside expert,” DiLorenzo said. “They can provide fresh perspectives often missing internally. Depending on the scope, rebranding requires significant time and resources, so it’s a worthwhile investment.
“That said, there are ways to conduct an internal brand audit without external help. For show organizers, one small example is examining how your logos appear across various formats. A design that works well on-site may not translate effectively to social media. Creating different logo lockups or developing a favicon [short for favorites icon, a small image shown next to a website’s title on a browser tab] are simple steps that can elevate your visual brand identity.”
Honoring the Past and Looking Ahead
Diversified was founded in 1949 when former Maine Governor Horace Hildreth purchased a local radio station. Hildreth later bought Maine’s first television station and, for many years, focused on broadcast television and print publications.
“While the business model has evolved dramatically, at its core, Diversified has always been about connecting communities,” DiLorenzo said.
Through the decades, DiLorenzo believes that the company’s greatest strength has remained its steadfast commitment to its values.
“As a family-owned company, decisions are grounded in these principles. Diversified consistently seeks innovative ways to serve the business communities we engage with, leveraging its legacy to foster meaningful connections and impactful events,” DiLorenzo added.
DiLorenzo predicts continued evolution for Diversified.
“We’ll achieve this by listening — listening to today’s customers and anticipating the needs of tomorrow,” DiLorenzo shared. “Investments in innovation will drive seamless experiences and we’ll explore new formats to engage our audiences, embracing bold new ideas. While challenges will undoubtedly arise, as CEO Ted Wirth says, ‘If we have smart people with good values, we can face anything.’”
To learn more about Diversified’s history, click here.
Photo Credit: Diversified.
