2022 - Ongoing
Brand strategy
Brand creation
Identity design
Digital design
Imagery production
Foster & Kin
Studio Nul

Insurance for the independent.

This is the time to be alive. Old world conventions are questioned, values shift and consumption dramatically changed. We live in a platform economy driven by technology and the speed in which it evolves.

The only glitch: this modern way of working is lacking insurance. Thousands of freelancers, doing the gig of their lives now, are uninsured. This is where Alicia comes in. Alicia is on a mission to identify and solve unnecessary protection gaps by democratising insurance and make it accessible to independent workers at any time.

The Product

Alicia offers pay-per-minute insurance accessible within seconds. E-commerce platforms embed Alicia’s tech and workers create an account to make their insurance accessible with a swipe. It’s that simple. Alicia is insurance for the Independent.


The tech is available in three different forms. The tech implemented in their clients’ online platforms can either have the Alicia design, the client’s design or a co-brand design.

From the ground up

The company is founded by former insurance exec Marijn Moerman, CTO Richard Arnold and Alec Behrens, founder of


We were tasked to collaboratively develop the Alicia brand from scratch. Ranging from brand fundamentals to brand identity and from content strategy to employer branding, we created one consistent brand story. We did this together with our friends from Foster & Kin.

Simplified everything

Alicia is a brand with a point of view, which we —inspired by the no-nonsense Rotterdam roots of the brand— wanted to bring across in a brutally simple way. From there we developed the brand identity ‘Alicia is typing’, further personalising the brand name into a character that has a point of view on societal issues. Just like the plug & play tech solution the identity is simplified to the core. No fancy fonts or design elements, but a text-based identity uncompromisingly simple. Only a blinking cursor behind ‘Alicia’ reveals to the world that the company is not just there to deliver a service but also to share their point of view.

Make insurance work for everyone.

When Alicia says everyone, she means everyone. Everyone is divided in three types of freelancers. White collar, blue collar and creative freelancers. The key participants selected are six actual freelancers and the ambassadors to the brand. An architect and lawyer for the white collar group, a beekeeper and carpenter from the blue collar type and a cook and barista as the creative freelancers. They give the three types a familiar face.

Human perspective

Insurance is all about people. And especially in the gig economy it’s important to know there’s not only technology driving it. There’s thousands of people that come into play where platforms stop. And Alicia gives them all a face by showing key participants in key industries. Participants who everyone can relate to. These videos are essential. They make an already personalised service even more personal and show the very human side that is Alicia.

A partner to make your mission reality.


We are Containr Affairs, an office for strategy and branding. Our team of creatives think, make and build for bright entrepreneurs and marketing executives who want to take the lead and change the face of the boardroom. Whatever position your brand is currently in, we help you identify where to go next.

Acclaimed for three practice areas, we work as follows:

Compass. We start by researching cultural shifts that map out the universe your business plays in and how this affects your actions. We connect with your ambitions through conversation before (re)shaping your brand fundamentals, which will lead to clarity, underline culture and foster your ambitions.

Creation. Your brand is a sum of all parts. How it looks and feels. How it talks and sounds, and how it tastes and smells. In this phase we bring fundamentals to life and create you a proper stage performance. Our studio executes creativity without boundaries, to make sure your story is admired on paper, on screen and in-store.

Content. For brands who need to stay relevant on a daily basis, our studio offers high quality and fast production of brand journalism, imagery and graphic design across all channels.

Since 2001 we have delivered results for bars, bodegas and boutique hotels, beer, booze and beverage brands, buildings and building companies, beauty brands and bespoke perfume houses. With most of our clients we have built lasting relationships. Others even became partners in business.

Talk to us about your next move.


Packaging · Brand strategy · Brand activation · Brand creation · Brand journalism · Identity design · Brand transformation · Branding · Concepting · Digital design · Imagery production · Spatial design · Web development

For further inquiries feel free to contact us at

Contaínr Affaìrs
Goudsesingel 208
3011 KD Rotterdam
The Netherlands
+31 10 42 54 997