We are delighted to announce we have appointed digital agency, Imaginary Friends, to work with our team, young people, mentors and wider supporters to develop a new website for MCR Pathways.
You may have read earlier this month that we have a new organisational strategy coming soon that will launch an exciting new ambition for our charity in the autumn.
That’s why we felt it was time to revamp our existing website. First and foremost, to make sure our user interface matches our new ambition in terms of style, intent, purpose and vibe. Secondly, to maximise the user experience for growing audiences accessing our present website.
An open tender process was launched back in March to begin the search to find our preferred digital agency. We whittled proposals received down to two agencies, whom we invited to progress to our interview phase. The standard of presentations proved exceptionally high, making decision making very difficult. However, we felt Imaginary Friends delivered that all-important extra 5% which made all the difference in the end.
Imaginary Friends is a Glasgow-based digital design agency, that describes themselves as Multi-talented, wildly creative, super-efficient, ultra-inspiring, hugely refreshing, and endlessly optimistic.
As plans progress behind the scenes, we spoke to Martin Boath (pictured below), Creative Director and Co-Owner of Imaginary Friends, as we look forward to getting things started next month.
To get things started with a nice wee warm up question, Martin, if you had to describe Imaginary Friends in three words, what words would you choose?
“Imaginative, optimistic, ambitious.”
What grabbed the attention when the opportunity to work with MCR Pathways came up on the radar?
“We had prior knowledge of what MCR Pathways does and what it stands for as one of our co-owners, Jill (Commercial Director and Co-owner of Imaginary Friend), was a mentor several years ago. We want to work with people and organisations who do good in the world, so grabbing the chance to work together was a no-brainer for us.”
With clear alignment to MCR Pathways, when it comes to important aspects, such as values and ethical practice, we understand Imaginary Friends has a strong mentorship link running through its DNA?
“That’s correct. Bringing through the next generation of talent is one of our core pillars. This summer alone we’ll have four work placements in the studio. We’ve worked closely with Glasgow Caledonian University’s Digital Design department’s mentoring programme for eight years now, and for the last three years we’ve worked with West College Scotland’s HND Design programme to help them get ready for their next big step in either work or higher education.”
Your mission is to make every major project iconic and impactful – how is Imaginary Friends going to go about helping MCR Pathways achieve its own respective vision/mission?
“For us it’s about making every project we work on the very best it can be. Pushing ourselves and our clients to think big, leave their comfort zones, consider things they’ve not considered before. More than the majority of websites, this project can and will change lives and as a studio that focuses on results and impact we’ll never lose sight of that aim.”
The plan is to bring young people, mentors and wider supporters into the mix – how important is that lived experience is at the heart of projects like this?
“Authenticity is an often-overused word in the world of branding and business but for MCR Pathways it’s critical. As an organisation that helps young people feel seen and heard, their lived experience is vital in ensuring MCR Pathways is seen as genuine and trusted by those who have perhaps been let down elsewhere in their lives.”
What is your message to our team, young people, mentors and wider supporters of MCR Pathways, whom you will be working with over the summer?
“This is a website created by you and for you with our help. We want everyone who is part of this process to be able to sit back at the end, look at what we’ve created, and think ‘I played my part’ and feel incredibly proud. This is not just a regular website, but one that can and will help change lives. There’s a lot to be excited about by being part of that.”
Looking ahead to the project starting next month, Gary Seath, Strategic Communications Lead at MCR Pathways, said: “We’re very excited to get the process started next month with Imaginary Friends; a process that will see young people, mentors and wider supporters at the heart of developing our new website over the summer.
“It’s a very exciting time for all involved with the charity; we have an imminent brand refresh coming and a new organisational strategy on the horizon which sets a bold, vibrant message of intent, identity, collaboration and purpose for the future. All of which is geared to achieving our new vision of ensuring every young person, who needs us, has someone to help them find their path to realising their potential through the power of mentoring.
“Having an exceptional , responsive website is vital, given the prevalence of digital, and in guiding a growing number of audiences to the information they need to support us to realise our vision.”
If you are a young person, mentor, partner, wider supporter of our work and would like to have your say in developing our new website, please contact: gary.seath@mcrpathways.org
Find out more about becoming a volunteer mentor with MCR Pathways: https://mcrpathways.org/become-a-mentor/
