Tim Ferris has always made a living taking chances. As a marine salvage diver, a typical day at the office might include light welding on the ocean floor for an audience of sharks. So when he approached us about branding his new single malt American whisky, we jumped in with both feet. A perfectly coordinated multimedia branding campaign was crucial for Defiant’s launch in an industry already packed with competitors. The creative team at cgray created a brand new, fully responsive website, optimized to tell the Defiant story on any device. Product package design, display advertising, even race car sponsorship graphics were all tied together to seamlessly present the brand’s compelling narrative.