Catch A Fire Agency

Lamberhurst

The Challenge

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.

The Brand Strategy

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

Focusing on a digital-first brand will help Demelza cut through a crowded charity space and allow them to do more with less.

Using insights from a 3-phase research study to direct the brand’s core to the children and families they help and remove the ‘Hospice’ language from the brand tone of voice.

Ensuring children and young people with serious or life-limiting conditions, and their families, live their best lives.
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Our Solution

We returned to the founder's daughter for inspiration, Demelza Phillips, the new branding and logo would use her image introduce a new friendly face, 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 fresh copy focused on extraordinary care and children.

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

Brand Execution

Brand Guidelines

Custom Illustrations

Bespoke Character Illustrations

Social Media

Website

Promotional Print

Brand Photography

In-store Communications

Retail Signage

The Impact

The launch has been an overwhelming success, with praise and support from families, staff and the wider community.

213: Pieces of PR, including The Independent, The Mail, The Evening Standard and BBC News South East.

“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. A more widely appealing brand can also help us to reach more nurses and healthcare assistants and appeal to them as a place where they want to work.”
Lavinia Jarrett, CEO

We Are Demelza

Demelza is a children's hospice charity in London and the Southeast providing care for over 25 years. However, it needed a new digital-first brand refresh that showcased its best services and supported an ambitious five-year growth plan.