Designing the next generation tape measure lineup for an iconic brand
Designing the next generation tape measure lineup for an iconic brand
Role:
Industrial Design Lead
Team:
Sole Industrial Designer; partnering with Product Management and Engineering
Timeline:
5 Months // 2023 - 2024
Context:
Project
Role:
Industrial Design Lead
Team:
Sole Industrial Designer; partnering with Product Management and Engineering
Timeline:
5 Months // 2023 - 2024
Context:
Project
How do you redesign something that is already great, especially when simply being different is not enough?
How do you redesign something that is already great, especially when simply being different is not enough?
How do you redesign something that is already great, especially when simply being different is not enough?
Crescent’s tape measure category was one of Apex Tool Group’s most profitable and recognized product lines. The original G1 Shockforce had built a strong reputation since its 2019 launch. When I was tasked with refreshing the tape measure lineup, I was grateful for the opportunity, but also felt the weight of the challenge. Improving something professionals already trusted, across three price tiers in a category dominated by legacy brands, was no small task.
Crescent’s tape measure category was one of Apex Tool Group’s most profitable and recognized product lines. The original G1 Shockforce had built a strong reputation since its 2019 launch. When I was tasked with refreshing the tape measure lineup, I was grateful for the opportunity, but also felt the weight of the challenge. Improving something professionals already trusted, across three price tiers in a category dominated by legacy brands, was no small task.
The next generation needs to improve everything that mattered to professionals, including ergonomics, durability, usability, and readability, while preserving the recognizable identity of the original and creating clearer differentiation across the lineup.
The next generation needs to improve everything that mattered to professionals, including ergonomics, durability, usability, and readability, while preserving the recognizable identity of the original and creating clearer differentiation across the lineup.
The next generation needs to improve everything that mattered to professionals, including ergonomics, durability, usability, and readability, while preserving the recognizable identity of the original and creating clearer differentiation across the lineup.
The result was ControlTouch, Workhorse, and Shockforce - a full tape measure lineup built around 4 user-grounded design criteria, a clear Good / Better / Best strategy, and a visual brand language that held together as one family while giving each series a distinct identity and purpose.
The result was ControlTouch, Workhorse, and Shockforce - a full tape measure lineup built around 4 user-grounded design criteria, a clear Good / Better / Best strategy, and a visual brand language that held together as one family while giving each series a distinct identity and purpose.
Before + After
Before + After
// My Contributions
My full prototyping collections
My full prototyping collections
As Industrial Design Lead and the sole Industrial Designer on the project, I led the design work from early research through pre-production, including ergonomic benchmarking, concept development, prototyping, visual language, and blade graphics across the ControlTouch, Workhorse, and Shockforce series.
The ergonomic benchmarks I developed continued to inform Crescent’s tape measure work beyond this lineup. It also strengthening the Industrial Design department’s relationships with other teams and establishing myself as the go-to designer for ergonomics-focused design.
The ergonomic benchmarks I developed continued to inform Crescent’s tape measure work beyond this lineup. It also strengthening the Industrial Design department’s relationships with other teams and establishing myself as the go-to designer for ergonomics-focused design.
The ergonomic benchmarks I developed continued to inform Crescent’s tape measure work beyond this lineup. It also strengthening the Industrial Design department’s relationships with other teams and establishing myself as the go-to designer for ergonomics-focused design.
// Outcome + Impact
The lineup was launched in Q2 2025 and has outsold competitors at Lowe's by a 2:1 ratio.
The lineup was launched in Q2 2025 and has outsold competitors at Lowe's by a 2:1 ratio.
The lineup was launched in Q2 2025 and has outsold competitors at Lowe's by a 2:1 ratio.
These results reflected a product strategy built around what professionals actually needed, not assumptions about what would sell. They were the conditions for a lineup that could earn trust on the jobsite and compete clearly on the shelf.
Beyond its commercial success, this project set a new standard for how the Industrial Design team collaborated cross-functionally within Apex Tool Group.
Beyond its commercial success, this project set a new standard for how the Industrial Design team collaborated cross-functionally within Apex Tool Group.
Beyond its commercial success, this project set a new standard for how the Industrial Design team collaborated cross-functionally within Apex Tool Group.
Products in the Lowe's store
Products in the Lowe's store
// Discovery
Designing for the real people
Designing for the real people
Designing for the real people
I approach design by first understanding the actual people who use the product. That principle mattered even more because the original product was already trusted by professionals and the category was highly competitive. Instead of relying on assumptions, I used deeper user understanding to uncover meaningful improvement opportunities and build a stronger foundation for design decisions that could hold up through Engineering, Product Management, and stakeholder reviews.
I approach design by first understanding the actual people who use the product. That principle mattered even more because the original product was already trusted by professionals and the category was highly competitive. Instead of relying on assumptions, I used deeper user understanding to uncover meaningful improvement opportunities and build a stronger foundation for design decisions that could hold up through Engineering, Product Management, and stakeholder reviews.
To build that foundation, I partnered closely with Product Management to reach real users early in the project, combining desk research with 25 live interviews across multiple trades.
To build that foundation, I partnered closely with Product Management to reach real users early in the project, combining desk research with 25 live interviews across multiple trades.
To build that foundation, I partnered closely with Product Management to reach real users early in the project, combining desk research with 25 live interviews across multiple trades.
User interviews
User interviews
Online reviews + user feedback
Online reviews + user feedback
The research focused on residential construction professionals, including general contractors, framers, electricians, and specialty installers who depend on their tools daily and have little tolerance for anything that slows them down or fails under pressure. Desk research, including online observation, workflow analysis, and professional use-pattern review, helped me build an initial understanding of how these users worked. The live interviews made those insights more specific by surfacing the frustrations, habits, and expectations that data alone could not reveal.
The research focused on residential construction professionals, including general contractors, framers, electricians, and specialty installers who depend on their tools daily and have little tolerance for anything that slows them down or fails under pressure. Desk research, including online observation, workflow analysis, and professional use-pattern review, helped me build an initial understanding of how these users worked. The live interviews made those insights more specific by surfacing the frustrations, habits, and expectations that data alone could not reveal.
Key Learning:
Key Learning:
Professionals needed a tape measure that could support the real conditions of daily jobsite work, from quick measurements and repeated handling to drops, wear, and visibility challenges.
Professionals needed a tape measure that could support the real conditions of daily jobsite work, from quick measurements and repeated handling to drops, wear, and visibility challenges.
Professionals needed a tape measure that could support the real conditions of daily jobsite work, from quick measurements and repeated handling to drops, wear, and visibility challenges.
Ergonomic / Control
Ergonomic / Control
The product's ergonomic design needs to ensure a comfortable fit for all hand sizes, facilitating optimal control over a wide range of movements.
The product's ergonomic design needs to ensure a comfortable fit for all hand sizes, facilitating optimal control over a wide range of movements.
Versatility / Usability
Versatility / Usability
The design must be able to be utilized expeditiously and proficiently across various functions and environments.
The design must be able to be utilized expeditiously and proficiently across various functions and environments.
Durability / Longevity
Durability / Longevity
The design must be able to withstand frequent and rigorous usage while effectively protecting itself from the harsh environment.
The design must be able to withstand frequent and rigorous usage while effectively protecting itself from the harsh environment.
Readability / Legibility
Readability / Legibility
The legibility of the product's information is crucial, and it should be readable from all distances to enable users to access information with precision.
The legibility of the product's information is crucial, and it should be readable from all distances to enable users to access information with precision.
These 4 criteria were the most consistent needs across our user research and became a practical framework for evaluating design decisions throughout the project. That framework mattered later when design directions were challenged, because it gave me a clear, evidence-based rationale to stand behind rather than relying on personal preference.
These 4 criteria were the most consistent needs across our user research and became a practical framework for evaluating design decisions throughout the project. That framework mattered later when design directions were challenged, because it gave me a clear, evidence-based rationale to stand behind rather than relying on personal preference.
// Strategy
Learning the business landscape
Learning the business landscape
Learning the business landscape
To help design decisions land with Product Management and executives, I needed to understand the commercial goals behind the work. That meant going beyond the product brief to learn the business landscape.
To help design decisions land with Product Management and executives, I needed to understand the commercial goals behind the work. That meant going beyond the product brief to learn the business landscape.
I analyzed the competitive landscape through feature comparisons, product testing, online reviews, and market-gap analysis. I then worked closely with Product Management to define the role, design objectives, and differentiation strategy for each series, helping ensure the lineup supported both user priorities and business competitiveness.
I analyzed the competitive landscape through feature comparisons, product testing, online reviews, and market-gap analysis. I then worked closely with Product Management to define the role, design objectives, and differentiation strategy for each series, helping ensure the lineup supported both user priorities and business competitiveness.
I analyzed the competitive landscape through feature comparisons, product testing, online reviews, and market-gap analysis. I then worked closely with Product Management to define the role, design objectives, and differentiation strategy for each series, helping ensure the lineup supported both user priorities and business competitiveness.
Competitive Product Testing + Evaluation
Competitive Product Testing + Evaluation
Competitive Product Feature Analysis
Competitive Product Feature Analysis
Competitive Pricing Strategy Breakdown
Competitive Pricing Strategy Breakdown
Without a clear segmentation framework, the three-tier lineup risked feeling arbitrary, with products that looked different on the surface but did not clearly serve different users, use cases, or market positions. Competitive analysis helped reveal where existing products were clustered, where meaningful gaps existed, and where Crescent had the strongest opportunity to differentiate.
Without a clear segmentation framework, the three-tier lineup risked feeling arbitrary, with products that looked different on the surface but did not clearly serve different users, use cases, or market positions. Competitive analysis helped reveal where existing products were clustered, where meaningful gaps existed, and where Crescent had the strongest opportunity to differentiate.
The analysis shaped the positioning and gave each tier a distinct role, clear user value, and a reason to exist beyond price:
The analysis shaped the positioning and gave each tier a distinct role, clear user value, and a reason to exist beyond price:
The analysis shaped the positioning and gave each tier a distinct role, clear user value, and a reason to exist beyond price:
Product segmentation strategy
Product segmentation strategy
Doing this work gave me the business context to make design recommendations in terms Product Management could evaluate and act on. I tried to influence the pricing direction based on user research, especially around where individual models should sit within the overall price range. While that recommendation did not ultimately change the pricing strategy, it clarified where design could still have meaningful influence: feature allocation, tier differentiation, usability, and perceived value. Those decisions helped the lineup better meet user needs while supporting the business goals behind the three-tier strategy.
Doing this work gave me the business context to make design recommendations in terms Product Management could evaluate and act on. I tried to influence the pricing direction based on user research, especially around where individual models should sit within the overall price range. While that recommendation did not ultimately change the pricing strategy, it clarified where design could still have meaningful influence: feature allocation, tier differentiation, usability, and perceived value. Those decisions helped the lineup better meet user needs while supporting the business goals behind the three-tier strategy.
// Foundation
Building the ergonomic foundation
Building the ergonomic foundation
Building the ergonomic foundation
Among the four design criteria, ergonomics was the first and most consequential design decision. Getting it right early meant the lineup could feel comfortable and consistent in hand, while giving the team a stronger base for durability, visual language, and tier differentiation later.
However, ergonomics can easily become a matter of opinion. Early on, Product Management pushed for the slimmest case possible, which made sense from a market and shelf-appeal perspective. But I knew I needed hard evidence to support this type of design direction and move the conversation beyond preference.
Among the four design criteria, ergonomics was the first and most consequential design decision. Getting it right early meant the lineup could feel comfortable and consistent in hand, while giving the team a stronger base for durability, visual language, and tier differentiation later.
However, ergonomics can easily become a matter of opinion. Early on, Product Management pushed for the slimmest case possible, which made sense from a market and shelf-appeal perspective. But I knew I needed hard evidence to support this type of design direction and move the conversation beyond preference.
I started by using anthropometric data to compare median finger dimensions against existing 25-foot tape measure profiles. This helped identify where current products diverged from median hand dimensions and where the greatest ergonomic improvements were possible.
I started by using anthropometric data to compare median finger dimensions against existing 25-foot tape measure profiles. This helped identify where current products diverged from median hand dimensions and where the greatest ergonomic improvements were possible.
I started by using anthropometric data to compare median finger dimensions against existing 25-foot tape measure profiles. This helped identify where current products diverged from median hand dimensions and where the greatest ergonomic improvements were possible.
Anthropometric study
Anthropometric study
Competitive ergonomic study
Competitive ergonomic study
Those findings were translated into target ergonomic benchmarks for the lineup, giving Engineering and Product Management a clear reference point and making the product form rationale visible, measurable, and defensible.
Those findings were translated into target ergonomic benchmarks for the lineup, giving Engineering and Product Management a clear reference point and making the product form rationale visible, measurable, and defensible.
Those findings were translated into target ergonomic benchmarks for the lineup, giving Engineering and Product Management a clear reference point and making the product form rationale visible, measurable, and defensible.
Optimal ergonomic benchmark
Optimal ergonomic benchmark
The result was an ergonomic foundation the whole team could orient around. The anthropometric data helped move that conversation beyond preference and into a more productive discussion about comfort, usability, and product performance. From there, we found common ground between a compact form and a case geometry that still supported real hand use.
The result was an ergonomic foundation the whole team could orient around. The anthropometric data helped move that conversation beyond preference and into a more productive discussion about comfort, usability, and product performance. From there, we found common ground between a compact form and a case geometry that still supported real hand use.
// Concepting
Turning constraints into buildable concepts
Turning constraints into buildable concepts
Turning constraints into buildable concepts
At the same time I was defining the ergonomic foundation, I was also working with Engineering and suppliers to understand the physical boundaries the design had to work within, including drum size, spring space, screw placement, internal structure, and assembly requirements.
I wanted to understand those constraints early so the concepts were not just desirable from an ergonomic perspective, but also realistic to manufacture. My goal was to build the design around what was technically possible, reduce major changes downstream, and make the development process easier for the teams who would carry the product into production.
At the same time I was defining the ergonomic foundation, I was also working with Engineering and suppliers to understand the physical boundaries the design had to work within, including drum size, spring space, screw placement, internal structure, and assembly requirements.
I wanted to understand those constraints early so the concepts were not just desirable from an ergonomic perspective, but also realistic to manufacture. My goal was to build the design around what was technically possible, reduce major changes downstream, and make the development process easier for the teams who would carry the product into production.
I integrated those constraints with the ergonomic benchmarks I had developed, then moved quickly into physical prototyping. I produced more than ten 3D-printed iterations per tape.
I integrated those constraints with the ergonomic benchmarks I had developed, then moved quickly into physical prototyping. I produced more than ten 3D-printed iterations per tape.
I integrated those constraints with the ergonomic benchmarks I had developed, then moved quickly into physical prototyping. I produced more than ten 3D-printed iterations per tape.
Establish physical constraints with engineers and suppliers
Establish physical constraints with engineers and suppliers
Understanding the internal structure and components
Understanding the internal structure and components
Ergonomic concept prototyping
Ergonomic concept prototyping
Working within tight dimensional limits while improving ergonomics meant every millimeter had to earn its place. I developed multiple concept directions and tested them through physical prototypes, using 3D-printed cases assembled with real drum and spring components so each version could be held, handled, and evaluated under more realistic conditions.
Working within tight dimensional limits while improving ergonomics meant every millimeter had to earn its place. I developed multiple concept directions and tested them through physical prototypes, using 3D-printed cases assembled with real drum and spring components so each version could be held, handled, and evaluated under more realistic conditions.
After arriving to the most optimized ergonomic tape measures for each series, I then led a cross-functional toll gate review to align Engineering, Product Management, and leadership around a single ergonomic direction before moving forward.
After arriving to the most optimized ergonomic tape measures for each series, I then led a cross-functional toll gate review to align Engineering, Product Management, and leadership around a single ergonomic direction before moving forward.
After arriving to the most optimized ergonomic tape measures for each series, I then led a cross-functional toll gate review to align Engineering, Product Management, and leadership around a single ergonomic direction before moving forward.
Usability testings / Toll gate review with team and stakeholders
Usability testings / Toll gate review with team and stakeholders
Instead of reacting to 2D drawings or polished renderings, Engineers and stakeholders could pick up a concept, use it, and give feedback grounded in the actual experience. That shifted the conversation from subjective preference to specific, actionable input, making each iteration more focused and each decision easier to defend.
Instead of reacting to 2D drawings or polished renderings, Engineers and stakeholders could pick up a concept, use it, and give feedback grounded in the actual experience. That shifted the conversation from subjective preference to specific, actionable input, making each iteration more focused and each decision easier to defend.
The outcome exceeded expectations. The team aligned on the ergonomic direction across all three tiers, with only minor refinements to carry forward.
The outcome exceeded expectations. The team aligned on the ergonomic direction across all three tiers, with only minor refinements to carry forward.
The outcome exceeded expectations. The team aligned on the ergonomic direction across all three tiers, with only minor refinements to carry forward.
One piece of feedback stood out: the Product Manager noted that it was one of the best design reviews they had been part of because the physical prototypes made the design’s potential tangible and gave everyone a meaningful way to contribute early. This alignment gave the project a clear, buildable direction and set up the next phase of refinement with stronger confidence across Design, Engineering, and Product Management.
One piece of feedback stood out: the Product Manager noted that it was one of the best design reviews they had been part of because the physical prototypes made the design’s potential tangible and gave everyone a meaningful way to contribute early. This alignment gave the project a clear, buildable direction and set up the next phase of refinement with stronger confidence across Design, Engineering, and Product Management.
// Refinement
Refined grip, protection, and differentiation
Refined grip, protection, and differentiation
Refined grip, protection, and differentiation
With the ergonomic direction aligned, the next challenge was defining how grip, drop protection, and tier differentiation would work together across the lineup. Overmold placement sat at the intersection of comfort, durability, cost, visual quality, and perceived value, which made it one of the most consequential and contested design decisions in the project.
With the ergonomic direction aligned, the next challenge was defining how grip, drop protection, and tier differentiation would work together across the lineup. Overmold placement sat at the intersection of comfort, durability, cost, visual quality, and perceived value, which made it one of the most consequential and contested design decisions in the project.
I conducted a formal grip heatmap exercise on the chosen ergonomic prototype and combined it with failure-point data from Engineering’s competitive testing, earlier user research, and internal learnings from the original G1 development.
I conducted a formal grip heatmap exercise on the chosen ergonomic prototype and combined it with failure-point data from Engineering’s competitive testing, earlier user research, and internal learnings from the original G1 development.
I conducted a formal grip heatmap exercise on the chosen ergonomic prototype and combined it with failure-point data from Engineering’s competitive testing, earlier user research, and internal learnings from the original G1 development.
Overmold placement study // case grip
Overmold placement study // case grip
Overmold placement study // case protection
Overmold placement study // case protection
The grip heatmap mapped where hands naturally contacted the tape case during real use, identifying the zones where overmold would deliver the most meaningful improvement in comfort and control.
Failure-point analysis added a durability lens, showing where material support mattered most for impact protection and long-term performance. Together, the two methods gave the team a concrete picture of where overmold was essential and where plastic reinforcement could support the experience without compromising usability.
The grip heatmap mapped where hands naturally contacted the tape case during real use, identifying the zones where overmold would deliver the most meaningful improvement in comfort and control.
Failure-point analysis added a durability lens, showing where material support mattered most for impact protection and long-term performance. Together, the two methods gave the team a concrete picture of where overmold was essential and where plastic reinforcement could support the experience without compromising usability.
Optimal overmold placement
Optimal overmold placement
Overmold strategy was not just a surface treatment. It became a way to balance grip, protection, cost, and tier differentiation through evidence-based material placement.
Overmold strategy was not just a surface treatment. It became a way to balance grip, protection, cost, and tier differentiation through evidence-based material placement.
Overmold strategy was not just a surface treatment. It became a way to balance grip, protection, cost, and tier differentiation through evidence-based material placement.
The hardest tradeoff was the ratio of overmold to plastic across the lineup. More overmold meant stronger grip and better drop protection, but it also meant higher cost and greater manufacturing complexity. For a three-tier lineup with specific price points to hit, that tension was real and could not be resolved by design preference alone.
The grip heatmap and failure analysis made the conversation more productive. Instead of debating how much overmold felt right, the team could evaluate where it was essential, where plastic reinforced through form, shape, and material density could do the job at lower cost, and where the tradeoff aligned with each tier’s intended market position.
The hardest tradeoff was the ratio of overmold to plastic across the lineup. More overmold meant stronger grip and better drop protection, but it also meant higher cost and greater manufacturing complexity. For a three-tier lineup with specific price points to hit, that tension was real and could not be resolved by design preference alone.
The grip heatmap and failure analysis made the conversation more productive. Instead of debating how much overmold felt right, the team could evaluate where it was essential, where plastic reinforced through form, shape, and material density could do the job at lower cost, and where the tradeoff aligned with each tier’s intended market position.
// Identity
Defining the visual language across the lineup
Defining the visual language across the lineup
Defining the visual language across the lineup
With the functional foundation in place, the design challenge shifted to making it visible and on brand. Every curve, chamfer, texture, and detail had to communicate two things at once: which tier the product belonged to and that it was unmistakably a Crescent tool. Those two goals were more in tension than they first appeared.
With the functional foundation in place, the design challenge shifted to making it visible and on brand. Every curve, chamfer, texture, and detail had to communicate two things at once: which tier the product belonged to and that it was unmistakably a Crescent tool. Those two goals were more in tension than they first appeared.
I developed the visual language of each series through 3D form studies and physical validation, working within Crescent’s existing brand language, non-negotiable components, and every surface detail to create a lineup that was clearly tiered yet cohesive as one family.
I developed the visual language of each series through 3D form studies and physical validation, working within Crescent’s existing brand language, non-negotiable components, and every surface detail to create a lineup that was clearly tiered yet cohesive as one family.
I developed the visual language of each series through 3D form studies and physical validation, working within Crescent’s existing brand language, non-negotiable components, and every surface detail to create a lineup that was clearly tiered yet cohesive as one family.
Moodboard
Moodboard
Aesthetic refinement
Aesthetic refinement
Crescent’s signature spoke pattern and pill-shaped details run across the company’s product range. They were non-negotiable anchors, the visual thread that makes a Crescent tool recognizable on a jobsite regardless of category. That meant going deep into the details: how every curve and material transitioned, where chamfers and spacing landed, how color balanced across the case, how pocket clip shapes reinforced each tier’s character, and how fixed components like screws and tape openings could be integrated intentionally even when they could not change.
Crescent’s signature spoke pattern and pill-shaped details run across the company’s product range. They were non-negotiable anchors, the visual thread that makes a Crescent tool recognizable on a jobsite regardless of category. That meant going deep into the details: how every curve and material transitioned, where chamfers and spacing landed, how color balanced across the case, how pocket clip shapes reinforced each tier’s character, and how fixed components like screws and tape openings could be integrated intentionally even when they could not change.
Series
Series
Inspiration
Inspiration
Design Details
Design Details
ControlTouch
ControlTouch
ControlTouch
Precision and Restraint
Precision and Restraint
Precision and Restraint
Fewer details, cleaner lines, every element made to feel essential.
Fewer details, cleaner lines, every element made to feel essential.
Fewer details, cleaner lines, every element made to feel essential.
Workhorse
Workhorse
Workhorse
Refined and Robust
Refined and Robust
Refined and Robust
Added complexity in the right place; communicated durability without sacrificing the approachability of the ControlTouch.
Added complexity in the right place; communicated durability without sacrificing the approachability of the ControlTouch.
Added complexity in the right place; communicated durability without sacrificing the approachability of the ControlTouch.
Shockforce
Shockforce
Shockforce
Premium and Tough
Premium and Tough
Premium and Tough
Most detailed, purposeful, toughest visual expression while still read as a Crescent product.
Most detailed, purposeful, toughest visual expression while still read as a Crescent product.
Most detailed, purposeful, toughest visual expression while still read as a Crescent product.
At one point, Shockforce had evolved into something genuinely exciting: aggressive, distinctive, and built entirely around its extreme performance story. But it had drifted too far. It no longer looked like a successor to the original. Pulling it back meant letting go of design directions that worked on their own terms but broke the continuity the lineup needed. The form had to earn its place within the family, not outside it.
At one point, Shockforce had evolved into something genuinely exciting: aggressive, distinctive, and built entirely around its extreme performance story. But it had drifted too far. It no longer looked like a successor to the original. Pulling it back meant letting go of design directions that worked on their own terms but broke the continuity the lineup needed. The form had to earn its place within the family, not outside it.
Physical aesthetic validation
Physical aesthetic validation
// Graphics
Developing readability, graphics, and SKU identity
Developing readability, graphics, and SKU identity
Developing readability, graphics, and SKU identity
Readability was the final design criterion I developed, but it was just as essential to tape measure performance as ergonomics, durability, and versatility. A blade that is hard to read under jobsite conditions, such as low light, direct sun, distance, or awkward angles, fails the user at the moment that matters most.
Before this project, blade graphics were typically handed off to suppliers to produce, which meant less control over the final outcome and fewer opportunities to raise the quality of what ended up on the tape. I brought that process in-house and owned it end to end.
Readability was the final design criterion I developed, but it was just as essential to tape measure performance as ergonomics, durability, and versatility. A blade that is hard to read under jobsite conditions, such as low light, direct sun, distance, or awkward angles, fails the user at the moment that matters most.
Before this project, blade graphics were typically handed off to suppliers to produce, which meant less control over the final outcome and fewer opportunities to raise the quality of what ended up on the tape. I brought that process in-house and owned it end to end.
I illustrated the complete blade graphic system from scratch in Illustrator, from the first marking at the tip to the warning graphic at the far end of the blade. I then developed the full label system across all three series and SKUs, creating a consistent visual structure and clear tier hierarchy from the ground up.
I illustrated the complete blade graphic system from scratch in Illustrator, from the first marking at the tip to the warning graphic at the far end of the blade. I then developed the full label system across all three series and SKUs, creating a consistent visual structure and clear tier hierarchy from the ground up.
I illustrated the complete blade graphic system from scratch in Illustrator, from the first marking at the tip to the warning graphic at the far end of the blade. I then developed the full label system across all three series and SKUs, creating a consistent visual structure and clear tier hierarchy from the ground up.
Blade marking development
Blade marking development
By comparing marking size, number hierarchy, contrast, and layout density across competitor blades, I identified how far we could push the markings to create a meaningful readability advantage without losing visual balance. I built on our trademarked NiteEye print, using its black background and neon green markings as the foundation, while increasing number size for stronger legibility compared with the original lineup and many competitors. We also had a manufacturing opportunity to introduce white as a supplemental color, adding more contrast and hierarchy to the blade.
By comparing marking size, number hierarchy, contrast, and layout density across competitor blades, I identified how far we could push the markings to create a meaningful readability advantage without losing visual balance. I built on our trademarked NiteEye print, using its black background and neon green markings as the foundation, while increasing number size for stronger legibility compared with the original lineup and many competitors. We also had a manufacturing opportunity to introduce white as a supplemental color, adding more contrast and hierarchy to the blade.
A tape measure’s graphic system functions as both a tool and a brand signal, and every detail, color choice, and unseen element reflects the quality and tier of the product.
A tape measure’s graphic system functions as both a tool and a brand signal, and every detail, color choice, and unseen element reflects the quality and tier of the product.
A tape measure’s graphic system functions as both a tool and a brand signal, and every detail, color choice, and unseen element reflects the quality and tier of the product.
Every section of the blade was intentionally designed, including the warning graphic near the drum end that most users may never reach. That detail may never appear in a product review or drive a purchase decision, but it reflects something important about the design standard behind the work: if it is on the product, it should be done well.
Every section of the blade was intentionally designed, including the warning graphic near the drum end that most users may never reach. That detail may never appear in a product review or drive a purchase decision, but it reflects something important about the design standard behind the work: if it is on the product, it should be done well.
Product label development
Product label development
The label system also started from nothing. Product Management had a full SKU list, but no defined graphic direction for how the products should show up on shelf. I designed the label system to match the blade graphics and the same tiering logic used across the physical tape design: a consistent visual structure across the lineup, with clear differentiation in finish, hierarchy, and detail to signal each series’ position. What a customer sees on the shelf should already help them understand which tape is right for them.
The label system also started from nothing. Product Management had a full SKU list, but no defined graphic direction for how the products should show up on shelf. I designed the label system to match the blade graphics and the same tiering logic used across the physical tape design: a consistent visual structure across the lineup, with clear differentiation in finish, hierarchy, and detail to signal each series’ position. What a customer sees on the shelf should already help them understand which tape is right for them.
// Production
Carrying the design intent through production
Carrying the design intent through production
Carrying the design intent through production
Earlier in my career, while working in a startup environment, I learned what can happen when design intent is handed off too early. Once Engineering and suppliers took over, manufacturing decisions sometimes changed the product in ways I had not intended. On this project, I chose to stay involved through pre-production, not only to protect the design intent, but also to learn from engineers, suppliers, and manufacturing constraints so I could become more effective beyond the initial design phase.
Earlier in my career, while working in a startup environment, I learned what can happen when design intent is handed off too early. Once Engineering and suppliers took over, manufacturing decisions sometimes changed the product in ways I had not intended. On this project, I chose to stay involved through pre-production, not only to protect the design intent, but also to learn from engineers, suppliers, and manufacturing constraints so I could become more effective beyond the initial design phase.
I remained actively involved through weekly Engineering meetings, DFM reviews with internal teams and suppliers, and hands-on evaluation of alpha, beta, and pilot builds. This allowed me to catch supplier deviations early, navigate manufacturing tradeoffs, and protect the ergonomic and visual design intent through every stage of production.
I remained actively involved through weekly Engineering meetings, DFM reviews with internal teams and suppliers, and hands-on evaluation of alpha, beta, and pilot builds. This allowed me to catch supplier deviations early, navigate manufacturing tradeoffs, and protect the ergonomic and visual design intent through every stage of production.
I remained actively involved through weekly Engineering meetings, DFM reviews with internal teams and suppliers, and hands-on evaluation of alpha, beta, and pilot builds. This allowed me to catch supplier deviations early, navigate manufacturing tradeoffs, and protect the ergonomic and visual design intent through every stage of production.
Engineering collaboration (DFM + DFMA) + Testings
Engineering collaboration (DFM + DFMA) + Testings
Blade Testings
Blade Testings
Alpha Build Inspection
Alpha Build Inspection
Durability Testing
Durability Testing
The hardest DFM challenge was wall thickness. Product Management wanted the case walls as thin as possible to reduce cost and maintain compactness, but going too thin compromised both durability and the ergonomic benchmark the team had aligned around earlier. Rather than accepting the tradeoff or fighting it, I found a third path: adjusting curvature angles to redistribute structural load, adding reinforcement at newly exposed weak points, and shifting the center alignment to make the case intentionally asymmetric. The ergonomic shape stayed intact, the compactness Product Management needed was preserved, and the structural integrity held.
The hardest DFM challenge was wall thickness. Product Management wanted the case walls as thin as possible to reduce cost and maintain compactness, but going too thin compromised both durability and the ergonomic benchmark the team had aligned around earlier. Rather than accepting the tradeoff or fighting it, I found a third path: adjusting curvature angles to redistribute structural load, adding reinforcement at newly exposed weak points, and shifting the center alignment to make the case intentionally asymmetric. The ergonomic shape stayed intact, the compactness Product Management needed was preserved, and the structural integrity held.
Staying involved after handoff allowed the design intent to meet the reality of what could actually be built.
Staying involved after handoff allowed the design intent to meet the reality of what could actually be built.
Staying involved after handoff allowed the design intent to meet the reality of what could actually be built.
Build reviews kept the design honest at every stage. At each alpha, beta, and pilot evaluation, I was checking two things: whether the ergonomic benchmark was still being met and whether the visual details, including brand language, tier differentiation, and surface quality, remained true to the design intent. There were several moments where I caught subtle shape changes but because I stayed in the room, they were corrected before reaching production.
Build reviews kept the design honest at every stage. At each alpha, beta, and pilot evaluation, I was checking two things: whether the ergonomic benchmark was still being met and whether the visual details, including brand language, tier differentiation, and surface quality, remained true to the design intent. There were several moments where I caught subtle shape changes but because I stayed in the room, they were corrected before reaching production.
Pilot samples review
Not every design decision survived. The end hook was one I pushed hard for because customer feedback from the original tapes had identified it as a weak point, and I designed a new version to address it. Cost pressures kept the original part in place.
The Shockforce rim protection structure was another. I designed a new assembly approach that would have been stronger, but the supplier could not execute it, and the original metal bar assembly was used instead. Both still work. Neither is what I intended. That gap between intent and outcome is the honest reality of manufacturing, and understanding where those lines are is part of what makes a designer more effective on the next project.
Not every design decision survived. The end hook was one I pushed hard for because customer feedback from the original tapes had identified it as a weak point, and I designed a new version to address it. Cost pressures kept the original part in place.
The Shockforce rim protection structure was another. I designed a new assembly approach that would have been stronger, but the supplier could not execute it, and the original metal bar assembly was used instead. Both still work. Neither is what I intended. That gap between intent and outcome is the honest reality of manufacturing, and understanding where those lines are is part of what makes a designer more effective on the next project.
// Final Design
ControlTouch, Workhorse, and Shockforce: One Family, Three Clear Roles
ControlTouch, Workhorse, and Shockforce: One Family, Three Clear Roles
ControlTouch, Workhorse, and Shockforce: One Family, Three Clear Roles
What began as a design refresh became a full product development effort, shaped by deep ergonomic work, cross-functional collaboration, and a clear strategy for both users and the business.
What began as a design refresh became a full product development effort, shaped by deep ergonomic work, cross-functional collaboration, and a clear strategy for both users and the business.
Every design decisions, from form and material strategy to visual language and blade graphics, traced back to what professionals needed, what each tier had to achieve, and what Crescent needed to stand for in the category.
Every design decisions, from form and material strategy to visual language and blade graphics, traced back to what professionals needed, what each tier had to achieve, and what Crescent needed to stand for in the category.
// ControlTouch Series
ControlTouch Built around ergonomics, precision, and compact control.
ControlTouch Built around ergonomics, precision, and compact control.
The case was optimized for easy handling, with overmold placed at essential grip and drop-protection zones. A fingertip control zone shaped specifically around index finger anthropometrics defines the series. Clean lines, restrained detailing, and a 1-3/8" glossy blade with enlarged typography and clear fractional markings make it the most approachable tape in the lineup — without feeling like a compromise.
The case was optimized for easy handling, with overmold placed at essential grip and drop-protection zones. A fingertip control zone shaped specifically around index finger anthropometrics defines the series. Clean lines, restrained detailing, and a 1-3/8" glossy blade with enlarged typography and clear fractional markings make it the most approachable tape in the lineup — without feeling like a compromise.
// Workhorse Series
Workhorse Built on the same ergonomic foundation as ControlTouch, with more protection for demanding jobsite use.
Workhorse Built on the same ergonomic foundation as ControlTouch, with more protection for demanding jobsite use.
Overmold expands into higher-impact zones including the rail and tape mouth. More intricate spoke patterning, wrap-around cross-bar detailing, and a 1-1/4" semi-gloss blade with NiteEye printing and dual-sided markings give Workhorse a more rugged, professional expression — while staying comfortable and consistent within the family.
Overmold expands into higher-impact zones including the rail and tape mouth. More intricate spoke patterning, wrap-around cross-bar detailing, and a 1-1/4" semi-gloss blade with NiteEye printing and dual-sided markings give Workhorse a more rugged, professional expression — while staying comfortable and consistent within the family.
// Shockforce Series
Shockforce is the most durable and premium tape in the lineup, built for professionals who demand maximum protection without giving up ergonomic comfort.
Shockforce is the most durable and premium tape in the lineup, built for professionals who demand maximum protection without giving up ergonomic comfort.
Engineered to survive a 120-foot drop test. A distinctive W-profile blade for greater rigidity, oversized NiteEye markings, and a multi-color graphic system push readability further than either tier below it. Reinforced throughout — crosshair wrap, metal rail, substrate reinforcements, protected screw zones, strengthened tether area — every detail earning its place in the toughest tape Crescent has built.
Engineered to survive a 120-foot drop test. A distinctive W-profile blade for greater rigidity, oversized NiteEye markings, and a multi-color graphic system push readability further than either tier below it. Reinforced throughout — crosshair wrap, metal rail, substrate reinforcements, protected screw zones, strengthened tether area — every detail earning its place in the toughest tape Crescent has built.
All work © Yu-Cheng Yang // 2026