Catch A Fire Agency Lamberhurst

ABOUT

Demelza delivers extraordinary care to extraordinary children facing serious or life-limiting conditions, throughout Kent, Southeast London and East Sussex. After 25 years of helping thousands of families, Demelza wanted the rebrand to change perceptions, build recognition and grow impact, where it matters. Demelza needed to make sure its brand would be relevant for the next 25 years and to support its ambitious five-year strategy to reach more families, appeal to prospective care staff and increase fundraising.

Returning to its founder's daughter for inspiration, Demelza Phillips, who sadly died of a brain tumour at the age of 24, the new branding and logo introduces a new friendly face, designed to bring warmth and personality to the brand.

The new brand was introduced in 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.
Purpose
To develop a new ‘widely appealing’ brand approach for the charity to change perceptions about hospice care, build recognition and grow impact across multiple audiences to ensure the brand and communications were relevant for the future and to support fundraising capability and, ultimately, the number of children and families it supports.

Method of output

Positioning: a 3-phase research study was conducted to understand awareness and perception of the brand, defining the new vision and brand expression for Demelza as ‘care that doesn’t back down’.

Logo, illustrations & photography: Demelza has been characterised to represent the brand. An updated brand identity and endline was created, bringing a more friendly and accessible logo to life. The endline ‘Extraordinary care for extraordinary children’ moves Demelza forward without mention of ‘hospice care’ which was identified can be a significant barrier to families seeking support as a term that can be met with apprehension and fear. Uplifting new photography captures moments of joy experienced by children and families at Demelza, with Commissioned illustrations supporting the photography.

Digital comms: Website refresh and application of the new brand, updated social channel identity and templates

Retail: Demelza has 3 facilities throughout the South East and 29 retail units all of which are being rebranded with new signage and internal comms, bringing consistency across the estate and a new look and feel to their shops and facilities.

Results

The launch has been an overwhelming success, with praise and support from families, staff and the wider community. It has attracted over 213 pieces of PR, including The Independent, The Mail, The Evening Standard and Third Sector. As well as being featured on BBC News South East and BBC Radio Kent.

AWARDS

Online Design Awards: Gold - Brand Identity
Online Design Awards: Winner - Social Good

MADEIT CREDITS

  • Demelza CharityClient
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