MCR Pathways are a rapidly growing charity that helps to support disadvantaged young people by providing volunteer mentors. The organisation started in Glasgow but are now scaling throughout the whole of the United Kingdom. One of the key elements to their growth is attracting and building better relationships with their mentors and the loft were delighted to assist them with a series of quarterly campaigns to help them do this.


We wanted to take some of the significant new stories and bring them to life in a way that a ‘mentor’ would quickly understand. We built on the MCR brand style by creating a fictional mentoring journey through the mountains, creatively bringing each of the individual stories to life. We ensured that all information was presented appropriately, arranged in the correct order and easy to read for people that may be ‘time-poor.’ The final magazines were produced as downloadable PDFs, MailChimp Newsletters and individual assets, which were used for social media purposes.


“Having worked for many years helping develop brands both domestically and internationally, I have found that combining highly creative design with a fast and immediate client response is a significant challenge. The loft is exceptional in their patience and process to extract what the client wants, articulate the options effectively and then deliver the elements to meet tight timescales and budgets. They continually go the extra mile and add considerable energy, insight and value throughout. I would highly recommend the team. They not only helped us with a design transition as we upgraded our brand but also added many other ideas and angles which enhanced our Newsletter and some key communications”

Iain MacRitchie, Founder, Mentor & CEO of MCR Pathways