Hospice charity shortens name and reports recruitment challenges 

21 Mar 2023 News

Demelza Hospice Care for Children has rebranded to Demelza, in the aim to have a more “widely appealing brand” and help with recruitment.

The rebrand was undertaken to provide the charity with a consistent visual presence in the community, to expand its service capacity, to reach more prospective care staff, and to sustain and grow its income in the future.

Its new logo, designed by 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 Phillips, after whom the charity is named.

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.

Recruitment challenge

Derek and Jennifer Phillips established the charity’s original hospice in Kent 25 years ago in memory of their daughter Demelza, who died of a brain tumour, at the age of 24.

Since it was established, the charity has changed and grown in the breadth and quantity of services offered to families, and expanded into East Sussex and South East London.
Lavinia Jarrett, Demelza chief executive, said the charity is proud of its 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”.

Jarrett said one of the most significant challenges that the 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”, she said.

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