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 [AEF] is a San Francisco based real asset investment firm that specializes in investing in 20 foot and 40 foot long steel boxes that are leased on a long-term basis to the world’s leading container shipping lines. Exciting, huh?


If that wasn't a big enough challenge for an ad agency, AEF operate in an industry that is governed by incomprehensible rules of public engagement; with many firms preferring to restrict visibility rather than run the risk of putting their reputation in jeopardy with the SEC.

In 2018, slowing global growth and trade wars dominated the container shipping outlook. The industry was bracing for uncertainty. AEF had to find a way of re-assuring investors that the great era of containerization wasn't over.

As we were prohibited by the SEC from talking about ROI, we made AEF famous for investing in the creative ways in which maritime containers are being used once they have been retired from a life at sea. 


  • Our work broke the mold in the category and forged an emotional connection with investors.

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

  • To-date, AEF has directed investments in excess of $1 billion, and it continues to thrive; in spite of the impact of Covid on global trade.

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

See other work