CRESCENT TAPE MEASURES
Since the launch of the G1 Shockforce in 2019, Crescent’s tape measure category has remained its flagship product line, becoming the company’s most profitable and popular tool. I had the privilege of leading the industrial design for Crescent’s next-generation tape measure series: ControlTouch (Good), Workhorse (Better), and Shockforce (Best).
Role: Industrial Design Lead
Design Timeline: 5 Months
Project Year: 2023 - 2024
Launch: Q2 2025

_____
RESEARCH PHASE
_USER RESEARCH
While tape measures are widely used, our focus is on residential construction professionals, including general contractors, framers, electricians, and specialty installers. These professionals rely on tape measures daily and prioritize premium tools that enhance productivity and performance.
I conducted primary research on these professionals' backgrounds, examining what they use tape measures for, where they use them, and how they utilize them in the real-world applications, including their techniques and daily workflows.

_INTERVIEW + OBSERVATION
To gain a deeper understanding of the target users' needs and wants, we conducted 25 live interviews with industry professionals, observing their workflows, challenges, and product preferences. Our participants represented a diverse range of users across multiple trade categories.
In this research, I collaborated with the Product Manager to develop the interview questionnaires and actively participated in the sessions, ensuring we captured actionable insights.

_ESTABLISHING PRODUCT CRITERIA
Findings from interviews, field visits, and online research revealed four key attributes essential for an ideal tape measure: ergonomics, versatility, durability, and readability.
These attributes became the foundation of our design approach, guiding every aspect of product development.

_COMPETITIVE ANALYSIS
Beyond user research, I conducted an extensive competitive analysis, evaluating product features, testing various competitor models, and reviewing user feedback online. Through SWOT analysis, I identified strengths, weaknesses, and market gaps, allowing us to position our series strategically.
Additionally, this research provided valuable insights into the relationship between pricing and features, enabling me to collaborate with the Product Manager on defining differentiation strategies for the Crescent tape measure lineup.




_DEFINING PRODUCT OBJECTIVE
With a clear understanding of the market and user needs, I structured our research data using insight sorting and Venn diagramming, which helped refine each tape series’ design objectives. Collaborating with the Product Manager, I aligned the product vision with business goals, ensuring a balanced approach between user value and market competitiveness.

Together, we defined the feature segmentation strategy, carefully crafting each series to meet distinct user needs across multiple price points and maximize market reach.

_____
DEVELOPMENT PHASE
_ERGONOMIC STUDY
To optimize comfort and usability, I leveraged anthropometric data, comparing median finger measurements with 25-foot tape measure profiles to determine ideal dimensions. These findings guided our ergonomic benchmarks.


_ESTABLISHING OPTIMAL ERGONOMIC CASE BENCHMARK
To validate our research, I had colleagues test and evaluate selected tape measures, gathering hands-on feedback to define the ergonomic benchmarks that we will apply across all three series.

_UNDERSTANDING PHYSICAL CONSTRAINTS
After defining ergonomic benchmarks, I collaborated with engineers and suppliers to establish the tape measure’s physical constraints, including drum size and screw placements. Addressing these constraints early in the process ensured a seamless transition from Industrial Design to Engineering in later stages.

_TRANSLATING CONSTRAINT TO OPPORTUNITY
By working closely with engineering and operation teams, I identified opportunities within these constraints to create an efficient, manufacturable design while maintaining aesthetic and functional integrity.

_ERGONOMIC CONCEPT PROTOTYPING
With benchmarks and constraints established, I developed multiple 3D concepts and functional prototypes, focusing on ergonomic optimization. Using existing drum and spring components, I integrated them into newly designed ergonomically enhanced 3D-printed cases and thumb locks.
Each prototype was assembled with screws to replicate full functionality, allowing for rigorous usability testing in real-world conditions.

_CONCEPT USABILITY TESTINGS
Prototypes underwent iterative testing within the Industrial Design team before being presented to the Product Managers, Engineers, and Senior Management. Insights and feedback from these reviews were used to refine the designs for the next development phase.

_____
REFINEMENT PHASE
_OVERMOLD PLACEMENT STUDY // CASE GRIP
Overmolds serve not only as a grip on the tape but also provide case protection. To determine optimal overmold placement, I conducted a grip heatmap exercise - where I got my hand dirty and gripped the case to identify the natural contact points of the hand and fingers on the case. This hands-on exercise allowed me to strategically plan where to apply the overmolds for maximum grip effectiveness while balanced with the substrate material.

_OVERMOLD PLACEMENT STUDY // CASE PROTECTION
In parallel, I collaborated with engineers to analyze common failure points in tape measures. This included reviewing competitor products and user complaints to gather data on durability concerns.

_OVERMOLD PLACEMENT STUDY // DEFINE OPTIMAL PLACEMENT
By cross-referencing grip heatmaps with durability analysis, I strategically mapped overmold placement to ensure reinforcement in high-impact areas while maintaining alignment with each series' market positioning.

_AESTHETIC REFINEMENT // MOODBOARD
Each tape series' visual identity was meticulously designed to align with its functionality and price tier.
ControlTouch features clean, minimal lines, emphasizing compactness and ease of use. Workhorse strikes a balance between ruggedness and enhanced usability, making it a reliable choice in the mid-tier pricing. Shockforce, the most durable and high-performance model, boasts a tough, premium aesthetic, reinforcing its position as the top-tier offering in the lineup.

_AESTHETIC REFINEMENT // CONCEPT IDEATION
Following this visual identity strategy, I explored multiple concept ideations, developing initial sketches and 3D models to refine the form, proportions, and Crescent design language of each tape series. By balancing functionality with aesthetics, I ensured that each model not only met its established ergonomic and performance requirements but also visually reinforced its intended market positioning.

_AESTHETIC REFINEMENT // PHYSICAL VALIDATION
This segmentation was then further refined through 3D prototyping, allowing us to validate both ergonomics and aesthetics in real-world conditions.

_BLADE MARKINGS DEVELOPMENT // COMPETITIVE ANALYSIS
Readability is a key factor in tape measure design. Through competitor analysis, I identified opportunities to increase blade visibility by enlarging numbers, refining layouts, and optimizing contrast and font selection.

_BLADE MARKINGS DEVELOPMENT // ARTWORK FINALIZATION
To ensure consistent branding and user experience, I personally illustrated the full blade graphics from end to end. These designs were then printed (1:1 scaled) and tested to validate readability in practical use cases.

_PRODUCT LABEL DEVELOPMENT
With 7-12 SKUs per series, maintaining branding consistency while distinguishing product tiers was essential. To achieve this, I developed uniform layouts with strategic variations, incorporating refined details and finishes for premium models, subtle design elements that highlight key features without overwhelming the overall aesthetic, and a cohesive visual identity across the lineup to reinforce brand recognition.


_____
FINAL DESIGN INTENT
After five months of intensive design development and collaboration across Industrial Design, Engineering, and Product Management, I delivered the final design intent for Crescent’s new tape measure lineup. The final deliverables included fully developed 3D models for all sizes (16FT, 25FT, 35FT), blade and label artwork, and CMF (Color, Material, Finish) packages for each series.
This new lineup successfully bridges user needs with business objectives, providing ergonomic, high-performance tape measures that uphold Crescent’s legacy of durability and innovation. Please see below for more details:

The ControlTouch Series focuses on ergonomics and compactness to provide exceptional control. Its case size is optimized for easy handling, while overmold placement is strategically placed on essential areas where grip and drop protection is needed. A standout feature of this series is the fingertip control, specifically designed for the user’s index finger based on anthropometric data.


The blade is 1-3/8” wide with a glossy finish. The enlarged Crescent logo, prominently displayed at the blade's starting point, reinforces strong brand visibility. Fractional markings are designed for clarity and ease of reading, ensuring that measurement data remains legible without feeling visually crowded.
The ControlTouch features Crescent’s signature spoke pattern, a consistent element across the brand’s measuring and layout tools. This updated pattern preserves the legacy of the existing Control tape while introducing modern refinements. Knurled textures are added to critical grip areas, including the case edge and lock button, enhancing both functionality and brand recognition. Crescent’s distinctive pill-shaped design elements are integrated throughout the case, ensuring the tape measure remains uniquely recognizable within the Crescent portfolio.

Knurled textures are strategically placed at essential contact points to enhance grip.

Thicker substrates reinforce overmolded areas in critical drop-impact zones, improving case durability.

The fingertip control area is ergonomically designed for optimal blade control and precision handling.

The Workhorse Series builds upon the ergonomic and compact foundation of ControlTouch while introducing enhanced protection for rugged work environments. Overmolds are placed not only in essential grip areas but also in high-impact zones, including the rail and tape mouth, reinforcing durability without compromising usability.


The 1-¼” wide semi-gloss blade features NiteEye printing, offering superior visibility in various lighting conditions. Dual-sided markings improve usability, while enlarged fonts and a prominently placed Crescent logo ensure strong brand recognition.
The Workhorse Series incorporates a more intricate spoke pattern, now featuring a cross-bar wrap-around design that enhances both structural durability and premium aesthetics. Knurled textures are carefully positioned in key grip areas, ensuring functionality, comfort, and a refined finish.
Crescent’s pill-shaped design elements remain an integral part of the case, reinforcing comfort and usability while ensuring consistency across the brand’s product portfolio. These elements contribute not only to ergonomic handling but also to the Workhorse’s rugged, professional-grade design language.

The cross-bar detail provides additional grip alongside knurled textures, adding a premium tactile experience.

Thicker substrate materials reinforce overmolded areas in high-impact zones, significantly improving case durability.

An extra overmolded rail frame around the substrate provides additional protection for the lock button, ensuring longevity in tough environments.

The Shockforce Series is designed and engineered to be the ultimate tape measure for construction professionals. Its rugged styling is matched by structural reinforcements, allowing it to withstand extreme conditions, including a 120-foot drop test. Despite its durable construction, the tape maintains compactness and ergonomic comfort, making it the ultimate tool for any type of work environment.


Shockforce’s semi-gloss blade is 1-¼” wide and features a revolutionary “W” shape, providing rigidness and resistance to folding when measuring at all kinds of angles. The NiteEye print and oversized font markings enhance visibility, while the multi-color design further improves readability and usability in varied conditions.
The Shockforce Series incorporates several advanced design features that enhance both durability and functionality. The protective crosshair wrapping around the case has been reinforced to provide extra durability, protecting both the label and the tape from wear and tear. The signature metal rail has been refined to improve its aesthetic appeal and structural stability. Collaborating closely with engineers, I ensured the rail was seamlessly integrated with the substrate and securely fastened with screws, resulting in a stronger and more stable construction.
The case itself features substrate reinforcements throughout all the case’s weak points. They are shaped in Crescent’s distinctive pill rawhide elements and spoke patterns to not only enhance durability but also maintain the brand’s design identity. Additionally, overmolds are strategically placed around screws to prevent loosening or bending, while extra material has been added at the tether location at the bottom of the tape to bolster its resilience.
Every aspect of the design was meticulously developed to ensure optimal structural integrity while achieving a rugged, premium aesthetic. The Shockforce Series stands out as the toughest, most functional, and visually striking tape measure in Crescent’s lineup, designed to exceed the demands of even the most challenging work environments.

The cross-bar detail enhances grip and durability, reinforcing critical high-contact areas.

Thicker substrates and integrated metal rails provide extra structural reinforcement, ensuring long-term durability.

Additional overmold protection around screws prevents loosening and bending, significantly improving product longevity.

___
PRE-PRODUCTION
After delivering the final design intent to the engineering team, I remained actively involved throughout the development process. I participated in weekly meetings with engineers to address design refinements and necessary adjustments. Together, we worked through DFM (Design for Manufacturing) and DFMA (Design for Manufacturing and Assembly) challenges, collaborating both internally and with suppliers to ensure seamless production. Additionally, I reviewed alpha and beta builds, as well as pilot samples, to guarantee that the final product stayed true to my original design intent.

ENGINEERING COLLABORATION (DFM + DFMA)

BLADE STRENGTH + PRINTING DURABILITY

ALPHA + BETA BUILDS

CASE DURABILITY TESTING - 120 FOOT DROP TEST

PILOT SAMPLES REVIEW
_____
PRODUCTION IN PROGRESS // LAUNCH IN Q2 2025
Patent Pending: D4201US01, D4202US01, D4222US01, D4223US01, P4243USP01, D4177US01, P4245USP01, D4177US01
