Charity rebranded Naomi and Jack’s ahead of 30th anniversary

Naomi and Jack’s has launched a major rebranding programme aimed at breaking down barriers and helping more families across Hampshire and the wider region access its services.

The charity, formerly known as Naomi House & Jacksplace, said long‑standing misconceptions around the word "hospice" had prevented some parents and young people from seeking support when they needed it most.

Some families admitted they imagined a "dark and sad place", or felt that accepting hospice care meant "giving up" on their child, while others were unsure whether the charity could support babies or worried older teenagers and young adults would not feel they belonged.

Chief executive Mark Smith said the brand launch marked a significant milestone for the organisation as it approaches its 30th anniversary.

The speeches being given at Naomi and Jack's (Image: Jon Bolton)

He said: "Today we’re launching our new brand, taking us into the future as we race towards our 30th anniversary in 2027. Since Naomi House opened in 1997, the world has moved on and we’ve become a much bigger and more sophisticated organisation. We now have both Naomi House and Jack’s Place, and we need to make sure we communicate both of those services strongly.

"We’ve been developing this brand for the past year, so to see it go live is brilliant. It gives us the opportunity to show the depth and breadth of the services we provide for children and young adults. This work belongs to everyone who has been part of it, and the new brand gives people the ability to share what we do much more clearly."

Research with thousands of families, staff, volunteers, clinicians and supporters found that, while experiences of care were overwhelmingly positive, anxiety about the word “hospice” often delayed referrals and first visits. One parent said: "The word ‘hospice’ was a massive barrier, and it made us feel like we were giving up."

Life president Professor Khalid Aziz said the refreshed identity was built on nearly three decades of work. He said: "The Naomi House name has served us very well, but this refresh feels like the next chapter in a very real, living story. It reflects how the charity has grown while keeping the same heart and values."

Founded in 1997, Naomi and Jack’s now supports more than 500 families from across central southern England, including Hampshire, Wiltshire, Dorset, Berkshire, Surrey, West Sussex and the Isle of Wight.

Naomi House cares for children up to the age of 16, while Jack’s Place is a dedicated centre for seriously ill young adults aged 16 to 35. Together, they offer specialist short breaks, emergency and end‑of‑life care, community outreach, bereavement support, play and activities, physiotherapy and hydrotherapy.

A new strapline, "Full lives, however short", has been introduced to place the emphasis firmly on living well, while acknowledging the realities of life‑limiting and life‑threatening conditions.

Patron and retired paediatric palliative care consultant Dr Mike Miller said: "We offer so much that enriches the lives of the young adults and children we care for. We’re not all about end of life, we’re about living well."

Families say their fears often melt away once they step through the doors.

Team photo at the rebrand launch of Naomi and Jack's (Image: Jon Bolton)

Jane Ferguson, whose daughter Amanda was cared for at Naomi House and later Jack’s Place, said: "You imagine something clinical, like a hospital, but it wasn’t like that at all. It felt like a home, warm, friendly and caring, and we were made to feel welcome straight away. Amanda was able to be herself there.

"She had fun, spent time with friends and just enjoyed life, which meant everything to us as a family."

Parents involved in the rebrand hope the changes will encourage others to seek help earlier. Ben, whose son Teddy was supported by the charity, said the new identity would help more people understand the breadth of care on offer and why it "needs to be here forever."

Another parent, Chris, said the aim was to remove "trepidation or fear" so that families felt able to approach the service and benefit from its support.

Naomi and Jack’s must raise many millions of pounds each year to fund its work, with only a small proportion of income coming from statutory sources.

Director of care Erika Lipscombe said the charity is continuing to expand its services, from recruiting a clinical nurse specialist to support end‑of‑life care at home, hospital or hospice, to refurbishing family accommodation and creating new sensory outdoor spaces at Naomi House