Background

Since its start in 2011, ALE has been publicly known as the company of man-made shooting star. However they are now also challenging to other domains such as collecting atomospehric data for climate change and preventing space debris. ALE wanted people to know not only their shooting star, but also their vision, culture and wide varieties of their businesses, thereby developing unique position and differentiating themselves with other space companies.

Describe the creative idea (40% of vote)

Our challenge was to communicate ALE's vision and their businesses with a sense of fun and wonder, which was a unique aspect of ALE's corporate culture. We created 3 key visuals of pinball, a motif long associated with space exploration. Each pinball represents a different feature of ALE; their business roadmap, sustainability vision and advanced technologies.

Describe the execution (40% of vote)

We created posters, a brand film, website and tools for inner activation, all based on the key visual of pinball.

List the results (20% of vote)

Rebranding of ALE had a positive impact on both PR and recruiting. With its new brand identity, ALE takes the next step to making their vision come true.