In iterating on the tape measure, I wanted to consider the idea of completely changing the form factor and going towards an elongated grip which matched the way that it would be held in the hand. This seemed a little out of balance for the sake of hanging it on your pocket, but for someone who is holding and pointing a tape measure all day it seemed like this might be a significant improvement in grip and comfort. 

This ended up being my final iteration of this elongated, organic form. I made the grip section on the top smaller, as that's the only area that'll touch the hand. On the bottom, the grip runs almost the entire length of the tape, as your hand will move around in that area. The tapered back end will fit comfortably in the hand, while the slot in the bottom allows you to stop the tape with your finger even if you can't reach all the way to the front.