Our History
1995
The beginning of Artistic Logos & Embroidery
Established in Toowoomba on the 16th of January 1995, ALE, founded by Campbell Lane, began as a small embroidery business. Driven by a passion for creating something of his own and serving the local community, Campbell quickly established a reputation for excellence through innovative designs and superior craftsmanship.
2000
Moving to Water Street
As ALE's clientele expanded, so too did its operational needs. In response, the company relocated to a larger 465 square meter premises on Water Street South, Toowoomba, in 2000. With the addition of two six-head embroidery machines and a dedicated team of six, ALE was equipped to take on Australia-wide clothing contracts. The company's rapid growth necessitated further expansion, leading to the acquisition of an adjacent 650 square meter space.
2002
A New Era - Signage
In response to consistent client requests for logo and information forwarding to local sign-writers and printers, ALE expanded its services to include sign writing. By hiring highly skilled staff, ALE rapidly secured new business and expanded our client base within the clothing industry.
2004
Digital Printing
In early 2004, the company invested in Toowoomba's first wide-format digital printer, quickly establishing a reputation for high-quality signage at competitive prices.
2006
Introduction to Vehicle Signage
The rapid growth of the sign department necessitated the acquisition of an additional 440 square meter workshop adjacent to the main building. This expansion enabled the establishment of a dedicated manufacturing department and the capacity to apply vinyl wraps to a diverse range of vehicles, including trucks, boats, cars, vans, and buses.
2009
Moving to North Street
In September 2009, ALE significantly expanded its operations by acquiring a larger facility at 222 North Street, Toowoomba. The new premises, spanning over an acre, provided ample space for future growth and development.
2014
Screen Printing
To enhance its clothing branding capabilities, ALE acquired a screen printing business previously owned by Garth Perkins. Recognizing the enduring quality, affordability, and effectiveness of traditional screen printing for garment decoration, this strategic move positioned ALE as a leading provider of high-quality, custom-branded apparel.
2017
Wide Format Printing
ALE's printing journey commenced in 2004 with solvent ink-based Roland printers, offering a maximum print width of 1370mm. Recognizing the need for enhanced quality and speed, we invested in water-based ink Latex printers capable of producing prints up to 1600mm wide. The superior performance of Latex technology significantly accelerated our production capabilities. Following the 2017 shed expansion, ALE was able to accommodate a wider range of projects with the installation of a 3200mm wide HP Latex 1500 printer, further solidifying our position as a leader in large format printing.
2018
ZSK Embroidery Machines
In 2018, ALE made significant advancements by investing in a single-head ZSK embroidery machine. This state-of-the-art machine enabled the company to enhance the precision and speed of their embroidery offerings, allowing for more intricate and detailed designs. The addition improved product quality and increased production efficiency, enabling ALE to better meet growing customer demands. In early 2019, ALE further expanded its capabilities by acquiring a six-head ZSK machine, which greatly increased production capacity and versatility. These upgrades underscored ALE's commitment to innovation and excellence, reinforcing its reputation as a leader in the embroidery and signage industry.
2021
VIVID Colour
In 2021, ALE launched a new brand called Vivid Colour, focused on DTF (direct to film) printing. This innovative approach allowed ALE to transition away from traditional screen printing, offering enhanced print quality and versatility. Vivid Colour's advanced technology underscored ALE's commitment to staying at the forefront of industry advancements and meeting evolving customer needs.
2023
Double Capacity
In 2023, ALE's clothing department doubled its production capacity by adding two more DTF printers and an additional six-head ZSK embroidery machine. This expansion significantly increased the department's ability to handle larger volumes of orders with greater efficiency and precision. The new equipment allowed for faster turnaround times and higher-quality products, reinforcing ALE's position as an industry leader in clothing embroidery and printing. These strategic additions demonstrated ALE's ongoing commitment to growth and innovation, ensuring they continue to meet and exceed customer expectations in the clothing sector.
The Future
Looking ahead to 2025, ALE is planning another major expansion of our current premises. ALE is extending the shed by an additional 21 meters and demolish the front building to create a fresh, upmarket showroom. This new showroom will showcase their innovative designs and high-quality products in a modern, customer-friendly environment. These exciting developments reflect ALE's commitment to growth and excellence, ensuring that ALE remains at the forefront of the embroidery and signage industry. ALE is thrilled to continue our journey with these enhancements, promising an even brighter future for ALE and their valued customers.
