Case study: ALE (Abnormal Load Engineering Ltd)

“Cognition helped us to refresh our brand during a period of transition.”

Mark Harris, Managing Director, ALE

Find out how we helped leading heavy transport and lifting company ALE to create a global brand and unify all marketing activity.

The business

ALE was a privately held UK company specialising in heavy transport and lifting, including transportation and installation of heavy items. It was acquired by the Dutch firm Mammoet in January 2020.


The challenge

Following a series of acquisitions, the ALE brand had become fragmented. Cognition was engaged to undertake a brand audit, create and implement a global brand, and support it with new collateral, a fully-optimised website and ongoing PR.

The solution

We began by undertaking a comprehensive brand audit that looked at the company, its competitors and the market as a whole. We rolled out the new brand across all on and offline materials and then organised a London event with a variety of company representatives, industry press and clients to introduce the new brand.

This new brand encompassed a new visual identity, brand values and tone of voice. We also introduced the strapline “Smarter, Safer, Stronger”, developed a new website and targeted coverage in major industry publications.


“Our digital footprint has increased massively since our collaboration with Cognition.”

Mark Harris, Managing Director, ALE


The results

Since the launch, ALE has enjoyed a rising profile and an increase in enquiries worldwide. Web traffic has increased by 180% and share of voice has skyrocketed. This has bolstered ALE’s reputation and brought the company to the attention of industry commentators, resulting in multiple industry awards for its flagship crane.