PROJECT
Designing the PLS 3x360 was an exercise in client work, multidisciplinary projects, and visual brand language development. As this laser was based on a recent update to the aesthetic of Fluke’s products, I need to closely examine what made their designs iconic. I also has to take special considerations for the the housing of the delicate internal electronics, as well as the cost and feasibility of manufacturing the outer shell. These roadblocks caused the design to change in interesting ways, and I had to make sure to balance my vision with what was required.
PRODUCT
A tried-and-true design in a sleeker package.
I designed this 3x360 laser level for Washington-based tool company Fluke to update their Pacific Laser System (PLS) brand. It was based on the the company’s new aesthetic direction showcased in their earlier 3-and 5-point lasers and served as part of the baseline on the which the brand moved forwards.
The PLS 3x360 is a solidly built, streamlined, and well-proportioned unit with integrated battery pack and with accessible buttons and a clear interface.
PROCESS
A concept with visual flair.
As this was a project based on visual brand language rather than base concept design, the overall form for the PLS 3x360 came together rather quickly. The unit’s battery pack was brought in as the basis for the unit’s look and form. There were still variables that needed to be settled such as the ratio of shapes and colors of the body, the interface, and the unit’s footprint, but I was glad to have a clear starting point. The design that came out of these initial stages had a rounded black body, a yellow shell with cutout details, and an angled lower front area.
Refinement through engineering and client feedback.
As the development of the PLS 3x360 continued, Fluke provided feedback based on cost and functionality that meant the design of the unit would have to change. Instead of the more expensive and complex yellow shell, the unit would now have a full yellow body with black insets for the interface. The overall shape remained similar, but the angular cutouts around the form were simplified, especially in the front. The production model of the PLS 3x360 expanded on the final concept with a black inset front, tying the visual design of the entire unit together. Though the project evolved significantly from my first iteration, the final product was a design that highlighted the new direction of Fluke’s visual brand language.
