Transforming Brands

Where strategy unlocks authentic brand development.

Antique door sets reflect intention, craftsmanship and access earned, not forced.

When brand strategy and design align, organizations unlock focus, confidence and growth opportunities.

Brochure
Antique brass door knob and keyhole with ornate detailing, symbolizing how thoughtful brand strategy unlocks authentic, well-crafted growth.

CASE STUDY

  • Blue webpage with white text reading 'COMPETITIVE ANALYSIS Ashcroft 1. Home page'
  • Ashcroft brand wall papers displayed across mobile and desktop devices, demonstrating how aligned brand strategy delivers clarity, consistency, and measurable impact.
  • Close-up of a printed document with the title 'SWOT' and sections including Strengths, Global presence, Brand and reputation, Product quality, Customer loyalty, Opportunities, Emerging markets, and Expanding operations.
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Robin McLoughlin

Robin helps organizations sharpen brand strategy and make confident brand decisions that scale.

She consults with leadership teams navigating growth, complexity and change—when alignment, differentiation and focus matter most.

Headshot of CEO Robin McLoughlin, whose calm, focused presence represents strategic alignment and confident decision-making at the core of the company.
Biography

“Great brands are built on vision, strategy and the courage to stand out.”

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Creatives in Leadership

Real stories. Hard-earned wisdom. Actionable advice. Creatives in Leadership empowers the next generation to lead with clarity, confidence and purpose.

Order your copy today!

Our story

Brand strategy and leadership support for organizations in motion.

McL is a brand and marketing consultancy built to support organizations navigating growth, change and complexity. Grounded in deep in-house experience at a global firm, the founder, Robin McLoughlin brings first-hand knowledge of what it takes to build and scale a global brand, lead distributed teams and manage complex enterprise environments.

McL partners directly with executive and senior leadership teams on brand strategy, positioning, rebrands and website transformations—helping organizations unlock sharper differentiation, stronger alignment and confident execution.

The work is informed by years of collaborating with C-suite stakeholders, aligning strategy across diverse regions and translating brand strategy into systems teams can actually use—opening the door to smarter decisions and what comes next.

Values

Our core values guide everyday decision-making by providing a clear filter for what matters most.

Authentic 
We lead with honesty and clarity. Our brand strategies are grounded in what is real, ensuring positioning and messaging reflect who an organization truly is. 

Resilient 
We navigate complexity with focus and resolve. We help brands evolve through change while protecting the integrity of their core identity. 


Savvy 
We bring perspective and judgment to every decision. We balance strategy and creativity to manage brands with intention, confidence and long-term value.