Cross Branding #1: Willys MB Fidget SPinner
Spring 2023
In a world where brands play a central role in shaping personal identity, they’ve become more than just labels; they’re tools for self-expression, allowing consumers to reflect who they are and what they stand for—both privately and in the public eye. Whether large or small, brands thrive on constructing fantasies and, at times, creating the illusion (or perhaps the reality) that life can be enhanced by acquiring that coveted product.
During the spring, I immersed myself as an “employee” of the Willys MB Jeep brand, using the car’s iconic design and cultural identity as inspiration for redesigning other products.
In this first cross-branding project, I explored the transformative potential of the World War II Willys MB brand identity by merging two unrelated items: the classic Jeep Willys MB and a modern fidget spinner. The goal of this project was to use Fusion to create a 3D model of a printable fidget spinner.
Vehicle Origin and History
As a response to the onset of the WWII and the global tensions, the U.S. military (as a precaution to their eventual involvement in the war) commissioned 135 US auto manufacturers to create a new small, quick, lightweight, and adaptable vehicle capable for battle
The US Government set up a contest to create the best vehicle for the Army, in a best design wins format. Only 3 companies responded American Bantam, Willys Overland, and Ford Motor. The designs were due just ten days after the competition opened.
Vehicle specifications included “ four-wheel drive, a crew of three on a wheelbase of no more than 75 inches and tracks no more than 47 inches, a fold-down windshield, a 660 lb payload, and an engine capable of 85 ft lb.”
Ultimately the Willys MB was chosen for the war, and its formal features serve as inspiration for the modern characteristics of the Jeep Wrangler’s seen on the on the road today.
The three arms of the spinner were designed using the iconic shape of the front of the vehicle by tapering it towards the center of the spinner.
The nine groves at on the top of each arm call back to the nine slots in the grill of the car, a feature only seen on the early Willys models (Current Jeeps only have seven grooves).
The thumb pads are inspired by a topographical map: giving a nod to the adventurous and rugged spirit of the vehicle. They friction fit together through the bearing that sits in the middle of the spinner.
The center casing around the bearing is shaped like hexagon, reminiscent of the trapezoidal wheel wells found exclusively on Jeeps.
The design was made with snap fit connections, with a single bearing used for the center, and three others used to secure the three arms of the spinner. This method needs no adhesives to put it together but also adds to the function by weighing down each of the arms.
