Serenity has five children’s care homes across south Birmingham, which offer much-needed support for children and young people from eight to 18 years old.

It has commissioned the services of EDGE Creative to help it raise awareness of its offering and educate on vital issues around this sector.

This will be executed through social media, a new website to provide better information to families, and more informative and up-to-date marketing materials.

Birmingham-born raised Sofia Younis founded Serenity 14 years ago, and has more than 30 years’ experience in social work.

Her passion for providing a sensitive child-focused environment and helping every child and young person to reach their potential has been the driver for the business and the growth plans.

She said: “There is a real shortage of child support services such as those we offer, at a time when demand is at an all-time high and increasing year-on-year.

“When I opened the first home 14 years ago, I did so without any real experience of running a home.

“However, due to my previous work as a Nurse Matron, social work and having held a senior position at Birmingham City Council in a child services role, my experience and connections, coupled with my determination to make positive difference to young people, meant the home was filled within six months and I went on to open more.

“In addition to the five we currently have, we are looking to add further homes and expand services.

“We did this with the addition of supported accommodation for 16-18 year olds, and we plan to expand further in the West Midlands.

“We have chosen EDGE to better align our image and branding with where we are today, compared with when we started out.

“We also wanted it to reflect our ambitious plans and have a more modern feel. EDGE has a proven track record in working successfully with organisations in our sector.”

Sofia is further driven by the fact her three children are now more independent and her time freed up to really focus on business growth. She also has the strong foundation and specialist knowledge needed to expand the group.

Sofia said: “Helping children and young people where my heart is. Getting the right support to them, and showing patience, is crucial.

“It’s a 24/7 job, but as the number of kids coming into the care system is rising, exacerbated by events like the pandemic where lockdown was a catalyst for behavioural and emotional issues, I just want use my passion, expertise and experience to help.”

EDGE Creative director and founder Louise Pinnington said: “We are delighted to have been chosen as the agency to help Serenity reflect its ambitions through fresh branding.

“Having worked with a number of synergistic businesses, we know we can rise to the challenge and support Serenity in being able to help more children and young people – which is a truly important mission we’re proud to be part of.”