With the new product development strategy narrowed down to three different design directions, concept renderings were created to present product branding recommendations. The new product design is an evolutionary departure from the existing product line. It incorporates elements of the current Böwe Bell+Howell design language, such as the treatments to the interface components, graphics, colors and finishes, yet the new design represents a significant departure. The dynamic curve of the enclosure minimizes the overall size of the scanner, and visually reflects the action taking place internally. Its repetitive chamfered detail on the sides adds visual interest to the large surface. The unique form distinguishes this scanner from the current products, while establishing a strong brand identity.