Industry: Non-Profit Humanitarian Aid
Time spent on project: 3 months.
Services Provided: Copywriting, content direction, art direction, photography, branding, web design, UX, UI, and packaging.
At the Frontlines of Global Care.
Dust Off is a global healthcare consulting organization dedicated to leveraging local resources and expertise to deliver medical care and support to people in war-torn regions. By fostering community collaboration, we strive to save lives and create a lasting impact.
A Name Inspired by Saving Lives
The call sign “Dust Off” is specifically associated with medical evacuation (MEDEVAC) helicopters used by the United States Army during the Vietnam War. It was primarily used by the 1st Cavalry Division and became widely known due to its portrayal in media and popular culture.
“Dust Off” was not just a call sign but a radio frequency used for requesting medical evacuation missions. The term itself is derived from the phonetic alphabet’s “D” and “O” sounds for “D” (Delta) and “O” (Oscar), respectively. The phrase “Dust Off” was chosen to make it easier to understand and pronounce over the radio.
During the war, the Dust Off helicopters played a crucial role in swiftly evacuating wounded soldiers from the battlefield to medical facilities, often under dangerous and challenging conditions. The name “Dust Off” became synonymous with the lifesaving efforts and bravery of the medical crews.
Logo Concept
The Dust Off logo is a simple combination of a global horizon with the letter “D”. The horizon line and color fields emulate the ground and the sky, communicating the regions of the world Dust Off travels to. These color fields and horizons can then be echoed throughout the brand ecosystem.
Tone of voice:
Hopeful Where it’s Hard.
Emotional messages were created to communicate the heavy subject of Dustoff’s mission to save lives in global war-torn regions.
Paired with a bold military typeface, the tone of voice we arrived at was no-nonsense with an aspirational “hopeful where it’s hard” approach.
