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 as the base item. This choice felt consistent with the Willys MB’s rugged, work-focused appeal, which speaks to the worker and adventurer mentality that the brand has embodied for decades. 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.
Once again, this project was 3D modeled and rendered in Fusion.
The right isometric view highlights a crank mechanism for the tape measure, inspired by the Willys MB’s wheel design. This crank is covered with a fabric layer reminiscent of the protective canopy used during battle in harsh conditions.
The clip of the tape measure is modled to be riveted onto the body of the tape inside a round
Just as additional tools were mounted on the side of the Willys MB to provide soldiers with everything they needed in battle, a pencil compartment is placed beneath the tape dispenser, ensuring users can make all their marks without needing a separate pencil.
Rubber tire tread copied from the car allows for a better grip of the tape.
