Going Boldly Orange

Among its key objectives for a major rebranding initiative, the CALSTAR fleet (California Shock Trauma Air Rescue) desperately needed to better stand out in the sky. The brief came to the emcee11d team with a fleet of helicopters already primed and awaiting a paint job…as well as only six weeks to complete the brand overhaul. As Maverick would say, “I feel the need. The need…for speed.”

A newly painted helicopter flies above a lake during sunset.
The logo with teal and orange colors and an asterisk within the 'C'.
Brand overview, guidelines and the color palette for CALSTAR's redesign.

The CALSTAR team gives it all they’ve got, so we had to as well. The full rebrand included everything from a new business system and crew uniforms to a striking new fleet of helicopters, all packing a powerful (and memorable) punch — both in the sky and on the ground.

The new identity resonated with emergency dispatchers and allowed for instant recognition. CALSTAR is now referred to as “the orange company.”

Teal, orange, and gray colors for CALSTAR's rebrand.

We did it for CALSTAR; we can take your brand to new heights too. Ready?


Redesigned CALSTAR business cards with the new logo and colors, and newly painted helicopters flying.

Feet on the ground, head in the clouds? Stay lofty with our “Inspired Distractions” list.