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.

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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.

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

Mark Harris, Managing Director, ALE

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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.