Schaften Cranes
Bare rental cranes means full responsibility for operation with full flexibility, without any economic risks in return.
Intro Insight Idea Impact
Elevated to new heights

Our assignment was to enhance the existing organizational framework of Schaften Leasing, a subsidiary of Schaften Group, while strategically positioning it for optimal competitiveness. The goal was to establish a contemporary brand within the context of Schaften Group, a prominent leader in the Dutch market.

Brand strategy - Identity design - Digital design

Focus on brand, sector and product
The crane industry is characterized by its traditional nature. Flicking through an industry publication, one would observe that 99 percent of crane rental ads typically showcase the entire product. We set out to do it differently. We’ve defined three types of communication points that need to be addressed: brand, sector and product. The choice of use depends on what Schaften Cranes wants to accomplish: stand out in the crowd or resonate with a familiar audience.

Mastering gravity
As a subsidiary brand of the Schaften Group, we changed the Schaften Leasing name in a subtle but important way. The name had to unmistakably tell what the company does. Therefore it was dubbed ‘Schaften Cranes’. Design wise, the new identity radiates that hands-on service approach with clean, recognizable shapes and colors fitting for a modern and trustworthy business. The logo features the letter ‘S’ as a crane hook designed with sleek lines that can be used stand alone, as a strong marker. The company name is written in a Swiss font that is both neutral and strong. It complements the edgy, sharp crane hook.

Clear positioning, clear communication, clear distinction
The ‘We master gravity’ promise expressed by a series of metaphors without actually showing the entire crane, is unique in the market. The new logo and company name give it an established look making it stand out from the competition and a powerful brand within the Schaften Group. The website is the culmination of all these things bringing significant growth in engagement and visibility worldwide.

Office for mission & vision, look & feel.


We are Containr Affairs, an office for mission & vision, look & feel. 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.


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

New business

Partnership for us starts with understanding each other and having conversations. We listen to clients' needs, asking questions about their ambitions and understanding where they want to go so we can create an informed approach.
Get in touch to discover where to go next

+31 10 42 54 997

studio containr affairs

Contaínr Affaìrs


Goudsesingel 208
3011 KD Rotterdam
The Netherlands


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