Demelza is delighted to unveil its new branding today (Tuesday 21 March 2023) which will help the charity meet its strategic ambition to reach more children and families who need its services.
Derek and Jennifer Phillips established the charity’s original hospice in Kent 25 years ago in memory of their daughter Demelza, who tragically died of a brain tumour, at the age of 24.
Daniel, who is a Demelza Vice President, said: “Demelza is a charity very close to my heart, having been a supporter for many years now. Their work is crucial; they’re here to make sure that children and their families make the most of every single moment – from first diagnosis, for as long as needed. Demelza’s care shines through, in even the darkest of times.”
Over the years Demelza has changed and grown in the breadth and quantity of services offered to families, the number of children with serious or life-limiting conditions it cares for, its expansion into East Sussex and South East London, and the voluntary donations needed to continue to maintain and grow its clinical, emotional and practical support services.
The rebrand was therefore undertaken to provide the charity with a strong, consistent visual presence in the community that will help it to support more families, expand its service capacity, reach more prospective care staff, and sustain and grow its income in the future, as laid out in its ambitious five-year strategy which launched last year.
Lavinia Jarrett, Demelza CEO, said: “We are delighted to finally be able to share our new brand with our loyal and generous supporters and other key stakeholders. We are very proud of our heritage and this new look and feel will enable us to tackle the misconceptions surrounding children’s hospice care, which we know and understand can be a real barrier to families accessing our care.
“One of the most significant challenges that our organisation faces for service delivery is the recruitment and retention of nurses and healthcare assistants. This is true for many healthcare organisations across the country. A more widely appealing brand that helps people understand the impact of our work can help us to reach more nurses and healthcare assistants and appeal to them as a place where they want to work.”
The new brand identity, created by B Corp-certified strategic creative agency Catch A Fire, introduces a symbol of a friendly face, designed to bring warmth and personality to the brand, whilst also reflecting Demelza Philips, in tribute to the organisation’s origins.
Informed by extensive research with families, healthcare professionals, the general public, and Demelza’s Vice Presidents, trustees, staff, and volunteers the new brand identity seeks to bring to life Demelza’s commitment to deliver extraordinary care for extraordinary children.
Craig Roderick, Executive Creative Director, Catch A Fire, said: “Working closely with the team at Demelza, we set out to create a logo, design and branding that would reflect the organisation’s core values and build a greater connection with children and families. We are excited and proud of the outcome!”
Going forward the charity – historically known as Demelza House – will no longer feature ‘Hospice Care for Children’ in its logo and will incorporate a visual style featuring a mixture of photography and illustration to resonate with key audiences.
Lavinia added: “Removing ‘hospice’ from our logo is just the first step to expel the misconceptions people have. A children’s hospice is a place of vibrant fun and laughter, where families are supported and children are given expert care; helping the whole family to create memories for however long they have together.”
The Phillips family has played an integral role in the rebrand, with Demelza’s brother Adam Phillips sitting on the steering group responsible for final decisions.
Adam said: “What Demelza has achieved in my sister’s memory over the last 25 years is nothing short of incredible. It has been an honour and privilege to be so closely involved with this important project.
“Demelza believes in care that doesn’t back down and the charity’s new brand epitomises this very notion. At the heart of what Demelza does is always the care and support for children and their families – this is the ongoing legacy of my dear sister and our family.”
To view Demelza’s new brand film and to find out ways you can support the charity, please visit https://www.demelza.org.uk/news/we-are-demelza
