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Aquarius Equipment Finance
The box that changed the world

There is no such thing as a dull product, or a problem creativity can't solve.

San Francisco Bay. Photo: Whitty 

Full Story Overview

Aquarius Equipment Finance invest in shipping containers that are leased on a long-term basis to the world’s leading shipping lines. 


While globalization owes a lot to the humble shipping container, trade wars were dominating the headlines in 2018 and investors were bracing themselves for uncertainty.


We were tasked with reassuring the market that the great era of containerization was far from over.

Beyond the basic challenge of making steel boxes sound interesting, our hands were tied by a set of incomprehensible rules of public engagement that are governed by the SEC and strictly enforced by AEF's legal council.

As we were prohibited from making a financial argument, we developed a campaign that included a dramatization of the creative ways in which containers are being used once they have been retired from a life at sea. 


  • As a result of telling a more human story, AEF is breaking with category norms and building an emotional connection with investors.

  • By building brand equity, AEF is also cultivating deeper relations with key players inside the wider container leasing industry. 

  • To-date, AEF has returned more than $1.3 billion to their investors.

Source: Drewry Maritime Research

Scott Smith

"Whitty combines a unique understanding of branding and business common sense. He has a challenging, yet charming style and a can-do attitude to everything we throw at him." 

Scott Smith, CEO


Brand Strategy

Design & Visual Identity 

Website, Video, Events


Scott Smith, CEO


Chris Kirk, MindBomb Films

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