Helping deliver extraordinary care to extraordinary children

Challange

Demelza is a charity hospice that delivers extraordinary care to children facing serious or life-limiting conditions, throughout Kent, Southeast London and East Sussex.

With a 25+ year history, Demelza has long been pioneering in the hospice space and has ambitious plans for the future. Recognising a need to revisit its brand in order to build upon its success, Demelza engaged Catch A Fire to lead an ambitious re-brand project, aimed at developing greater resonance with key audiences and establishing a stronger digital presence.

Stratgey

The brand needed to be fit for purpose to support its five-year strategic plan to reach more families, appeal to prospective staff and increase fundraising.

Our focus was on creating a digital-first brand that would help Demelza cut through a crowded charity space and allow them to do more with less.

Using insights from a 3-phase research study, we focussed the Demelza brand around the notion of ‘extraordinary care’, reflecting the passion and professionalism of its staff, whilst boldly removing
the word ‘hospice’ from the name, to present a warm welcome to children and families.

Solution

We returned to the founder’s daughter for inspiration, Demelza Phillips, from whom the charity gets its name. The new branding and logo would reflect her image as a symbol of extraordinary care, designed to bring warmth and personality to the brand.

Building on this, we created a bold new set of brand assets, including illustrations, lifestyle photography, retail signage, and a new website with an updated tone of voice.

The new brand was launched using a short film that shines a light on the broad range of services it provides and is voiced by Demelza Vice President and actor Daniel Radcliffe.