Cross Branding #3: TAPE MEASURE

Spring 2024

The final project in this cross-branding series involved selecting a product of my choice to remix with the Willys MB.

While a variety of products could align with the Willys MB’s brand identity, I chose a tape measure to design as the item felt consistent with the Willys MB’s rugged, work-focused appeal. A tape measure not only aligns functionally but also evokes the spirit of exploration, craftsmanship, and durability that the Willys MB represents.

Unlike the previous cross-branding assignments—such as the glasses and the fidget spinner—my goal with the tape measure was to bring out specific elements of the Willys MB that hadn’t been highlighted in those earlier designs, such as the tire tread pattern, the steering wheel, and the hexagonal rivets seen on the outside of the car.