When Barton Damer was given a tour of the manufacturing facility belonging to Tennessee-based Malibu Boats, his imagination went into high gear immediately. His design company, Already Been Chewed (ABC) had been tasked with creating and implementing a rebranding effort across numerous media platforms for Malibu and its sister company Axis Wake Research. The goal was to illustrate the slogan “Life Without Limits” and accentuate the active lifestyle that Malibu and Axis can offer their customers.