@craighillcompany
Instagram · Talking Head Edit
@craighillcompany The ideal measuring device for us didn't exist, so we designed a new one. The Metrolog has the right balance of precision, functionality, and beauty, to make it our go-to 90 percent of the time when we need to take a measurement. We use it everyday and hope it can find a place in your practice too. Let us know what you think below.
Performance
Video #28850 · Talking Head Edit
[01]
The creator details the entire design journey of a new measuring tool, starting with the initial problem that inspired it. He explains the process of combining the functionalities of a ruler and a caliper, showcases early prototypes, and highlights the evolution of key features and aesthetic details that led to the final product.
[02]
[03]
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[05]
What stops the scroll in the first 3 seconds
Verbal hook · 60%
Without this addition to my desk,
Visual hook · 40%
A close-up shot of a person's hands placing a sleek, modern ruler-like tool in front of a laptop on a clean wooden desk.
[06]
Steal this for your own video
Without this in my , I couldn't .
[07]
The promise the opener makes, and how the video pays it back
Hook
Establish a relatable 'Goldilocks' problem where existing solutions are either too complex ('overkill') or too simple ('missing' features), creating a clear need for a 'just right' alternative.
Payoff
Conclude by framing the product not just as a tool, but as the physical embodiment of a philosophy of excellence and obsessive attention to detail, solidifying its aspirational value and brand identity.
[08]
The structural pattern this video runs on
Framework
The Design Genesis Blueprint
A narrative that documents the journey of creating a superior solution by identifying the flaws in existing options, deconstructing them to find a core insight, and then meticulously evolving that insight from a rough concept into a refined, aesthetically pleasing final product.
The Problem Dichotomy
Juxtapose two common but flawed solutions, highlighting the specific shortcomings of each to establish a clear functional void that the new creation will fill.
The Deconstruction Insight
Visually deconstruct a basic, existing tool to reveal the core mechanical principle for a new, hybrid solution. This serves as the narrative's 'aha' moment.
The Low-Fidelity Proof
Demonstrate the new core concept using a crude, handmade prototype to prove its viability and core functionality before any aesthetic refinement.
The Foundational Refinement
Address the most critical, non-negotiable requirements of the new solution (e.g., units of measurement), establishing the functional baseline and showing thoughtful problem-solving.
The Serendipitous Feature
Reveal an unexpected, value-added function that was discovered during the process, not planned, adding a layer of cleverness and elegance to the design story.
The Aesthetic Transformation
Transition the narrative from pure function to form, explaining the specific design choices (materials, textures, colors) that elevate the object's visual and tactile appeal.
The Final Synthesis
Showcase the finished product, explicitly connecting its final features back to the functional and aesthetic problems solved throughout the journey, providing a satisfying conclusion to the creation arc.
The ideal measuring device for us didn't exist, so we designed a new one. The Metrolog has the right balance of precision, functionality, and beauty, to make it our go-to 90 percent of the time when we need to take a measurement. We use it everyday and hope it can find a place in your practice too. Let us know what you think below.
contextual · beginning
Without this addition to my desk,
contextual · beginning
something on my computer and I'm trying to understand the actual dimensions
contextual · beginning
We wanted to pull the elements of these two tools together.
contextual · middle
Started with needing to nail the functionality:
contextual · middle
The additional feature that we discovered: the indicator line could actually be used as a kind of conversion tool.
contextual · end
final phase of the design process:
contextual · end
Right balance of a few different functionalities and it looks like a considered attractive tool that I want to have at my desk.
Without this addition to my desk, if I see something on my computer and I'm trying to understand the actual dimensions, I typically would have to reach for a set of calipers, but they're overkill for 95% of the thing, and they don't really feel at home on my my desk. Obvious alternative to that is just a normal straight edge drawer, which serves a lot of the functions that we need for quick reference. It also adds in some additional functionality, and it looks tight and clean. But when I have this on my desk, I end up missing the calipers. We wanted to to pull the elements of these two tools better. Started with needing to nail the functionality. We're gonna make a careful incision on this straight edge ruler. You suddenly have this ability for that head to slide up and down, and you create this opening, these jaws. We took this basic construction and brought this rail architecture. It allows most of the additional functionality that you good with a pair of calipers. It also adds in being able to use it as a straight edge to cut, to grease a piece of paper. Now that we have like the basic functionality, we had to think about units of measurement. We have to straddle both imperial and metric worlds. The very simple decision that we made was to put metric on one side and imperial on the other. The additional feature that we discovered, the indicator line, could actually be used as a conversion tool. If I'm looking at a dimension, I can actually just flip it around and see what the indicator line is pointing to on the imperial side. Love that detail. Better up the final phase of the design process to make it an attractive best. We can actually start by looking at the indicator dot. We ended up taking inspiration from film cameras, a physically etched out shape, and then it's filled with ink. We like the way that that physical dot looked so much that we ended up continuing that as a pattern up the entire face of the rail, provide a little bit of texture and grip. And my I think favorite detail, different pit patterns on the imperial and the metric sides of tier chips always align with the graduations on the side that you're looking at. Taken all together, it did satisfy exactly what we were looking for. Right balance of a few different functionalities tier it looks like a considered attractive tool that I wanna have at my desk. It's like the product in our catalog that we reach for the most frequently. A reminder to obsess over the details, go beyond maybe what is necessary or expected. If we're gonna spend our time on earth making things, we should make them as good as we can make them.