Relaunch for Black Country charity

SAFS launches new image and expansion of services.

SAFS, an organisation with a longstanding record of delivering caring, family support launched a new visual identity and plans to expand to an audience of commissioners, service users and partners at its base in Smethwick.

SAFS has simplified its name, launched a new website and created a new logo, evolving from Sandwell Asian Family Support Services, which has operated as an independent care charity since 1989.

SAFS Chair Surrinder Bains said: “The board recognised the need to evolve, building on the history of SAFS. We are delighted with our new identity, which sums up the essence of our caring support services to families. We are confident it will help us achieve our vision of a world where children, young people and adults with disabilities can reach their full potential with love and care free from any kind of discrimination.”

The event was attended by over 100 guests, including The Mayor of Sandwell, Cllr. Derek Rowley, Cllr. Darren Cooper, Leader and Cllr. Mahboob Hussain, Deputy Leader of Sandwell Council. Local designer Madison Shackell–York, explained how she had developed the new logo.

SAFS CEO, Poppy Dhatt outlined how SAFS would continue supporting Asian families, work with newer ethnic minority communities and explore opportunities to work in partnership. Poppy said “SAFS will continue to provide high quality care, respecting the dignity and safeguarding of all individuals, enabling families to flourish, acting as a positive role model for families, staff and the community.”

A parent, Rajwinder K Basra, paid tribute to the importance SAFS makes to her family: “The parents and carers group at SAFS is really important to me as we share experiences and support each other. I have a daughter with Downs syndrome and as her needs become greater, I realise I am not facing this alone, as I have SAFS supporting me.”