Business
Q&A with co-founder of @toptree, Layne Schmerin

Tell us about Top Tree and what was the idea behind Top Tree?
Basically Top Tree is a digital marketing agency through which we help people to grow and sell their products to the target audience . We design ads campaigns in such a way that it targets the audience and the ads are interesting so it attracts the audience. At Top Tree we use creative medium of ads which includes memes as you can see on our Instagram and other social media accounts.
I am from music background and before Top Tree I was working with big names like Macklemore and suddenly my brother Brandon passed away and at that point of time me and my brother Jonathan decided to start our recreational medicine company and to make people aware about medical benefits of recreational medicines we started Top Tree.
When you realised that you can work with other people and can help them out?
After initials days we realised that our techniques are very effective and the way we were promoting our recreational medicines brand was working for us . And at this point we realised that we can help out others and look at us now , we are having a network of more than 1o millions and I am glad that we are helping people in growing their brands. It feels good to be the catalyst of positive change.
You follow same ways for your every clients or you have different strategies for different clients?
Our strategies are according to the needs of our clients . All the ad campaigns are designed according to the need of the client. We target the audience according to the need of our clients and ads are basically memes and other funny contents which catches the eye of audience. The ads are planned in such a way that it delievers the message which we want to deliever andin this we attract our target audience . And this is working for us . Top Tree is having more than 1 million followers across social media platforms and people praise us for our contents . Right now we are working with many different people which includes music label “Columbia Records”, e-commerce brand (featured on Shark Tank) and the way of working is different for every project as we are working with people with diverse background and this challenges our creative mindset .
How you work and what is your approach when you get any work?
As the creative head of Top Tree whenever we get any project I like to do research about the product . Then I start to plan ad campaign and while planning everything I try to think like the target audience , like what would be catchy content , what kind of ads or memes will attract me and what I will find interesting and what will be engaging for me.This is how I work and whenever I get any project I get excited like that is my first project and I give my 100 percent .
So what is next for Top Tree?
We are going to work the way we are working and will keep on trying to do something new as marketing world keeps on changing and we can not stay stagnant thinking that we are successful now. We are working twice harder everyday as the competition is increasing day by day and we want to stay at the top of this chain .
Any piece of advice for upcoming digital marketer.
Keep on learning as it keeps on evolving . Don’t get disappointed if you are not getting success as this world takes time and you have to work hard and need to keep calm and need to have faith as your hardwork will pay off eventually. Most of the young entrepreneurs thinks that they will get instant success and when they don’t get it they loose hope and they give up, but this is not how it works keep on working you won’t get instant success but you will be successful eventually if you continue to work hard as it is a continuous process .
Business
Mega Construction Projects That Relied on Advanced Crane Technology

When it comes to large-scale construction projects, the right equipment can make all the difference. From towering skyscrapers to massive bridges and complex infrastructure developments, cranes play a crucial role in lifting, transporting, and positioning heavy materials with precision and efficiency. As technology has advanced, so too has crane engineering, allowing for safer and more ambitious builds. In the points below, we take a closer look at some of the world’s most impressive mega construction projects that relied on cutting-edge crane technology to bring them to life.
Burj Khalifa – Dubai, UAE
Standing at a staggering 828 metres, the Burj Khalifa remains the tallest building in the world. Constructing such a colossal structure required cranes that could operate at extreme heights. Specialised luffing-jib tower cranes were employed to lift materials hundreds of metres into the air, battling high winds and desert heat. These cranes were anchored to the structure itself as it rose, ensuring stability and precision throughout the build.
Sydney Metro – Australia
As Australia’s largest public transport infrastructure project, the Sydney Metro has transformed the way people move around the city. The project required massive tunnel boring machines (TBMs) to carve underground routes, but just as critical were the cranes used to transport and position enormous precast concrete segments. Mobile and crawler cranes with advanced hydraulic systems played a key role in assembling stations and track infrastructure with minimal disruption to existing road networks.
Hong Kong-Zhuhai-Macau Bridge – China
This engineering marvel, stretching 55 kilometres across the Pearl River Delta, is one of the longest sea crossings ever built. Given its scale, floating cranes with immense lifting capacity were used to position pre-fabricated bridge sections. Some of these cranes had lifting capabilities exceeding 3000 tonnes, demonstrating the sheer power and precision required for such a complex marine project.
The Panama Canal Expansion – Panama
The expansion of the Panama Canal was one of the most ambitious infrastructure projects in recent history, involving the construction of massive new lock chambers. Gigantic gantry cranes were used to install the enormous steel lock gates, some weighing over 3000 tonnes. These cranes had to operate with pinpoint accuracy to ensure the seamless functioning of the canal’s new locks, allowing for the passage of larger vessels.
Hinkley Point C Nuclear Power Station – UK
The construction of this next-generation nuclear power plant has required some of the world’s most advanced heavy-lift cranes. The site features one of the largest land-based cranes in the world, capable of lifting reactor components that weigh hundreds of tonnes. These high-tech cranes have been crucial in ensuring the safe and efficient assembly of the plant’s intricate infrastructure.
The Role of Advanced Crane Technology in Modern Construction
Each of these projects would have been impossible without the evolution of crane technology. Innovations such as digital load monitoring, autonomous operation, and enhanced safety systems have allowed cranes to handle heavier loads with greater precision than ever before. For companies tackling complex construction projects, working with an experienced crane hire provider is essential. Businesses like Sventek Cranes offer cutting-edge crane solutions, ensuring that even the most ambitious projects can be completed safely and efficiently.
Mega construction projects continue to push the limits of engineering and design, and advanced crane technology remains at the heart of these achievements
Whether it’s lifting components for a record-breaking skyscraper or positioning bridge segments over open water, cranes will always be an integral part of building the world’s most remarkable structures. By leveraging state-of-the-art crane systems, today’s construction industry is making the impossible possible – one lift at a time.
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