July 30, 2013

Q. and A. with Heather Coughlin, Isis’ President and CEO

“Corey quickly brought the right team and resources to the table to hit our deadlines. They were adept at navigating not only the Isis requirements and constraints, but also serving as a third partner in the execution of the design inside our website vendor.”

Corey recently worked with Isis Parenting to visualize their merchandising strategy to customers in an interactive and creative format, allowing them to grow into new regional markets. We sat down with Heather Coughlin, President and CEO of Isis Parenting, to hear her thoughts on how Corey’s work helped transform Isis into an institutionalized parenting brand.

Why did you hire Corey for this critical project?

Isis has a longstanding relationship with Corey and we have viewed them as our creative and branding partner since our first encounter almost four years ago. Corey helped shape our “Brand Evolution” project and introduced the visual elements and style guide that allow us to communicate more effectively with our consumer audience while retaining a certain gravitas and flexibility of the brand to instill confidence in our institutional client base.

For this project we had an overarching goal of visually representing our new “Pathway to Preschool” system, which is our new merchandising strategy that allows Isis to represent the breadth of courses we offer while introducing an easier way to find the most relevant offerings for each user. We asked for an interactive design that would engage the visitor to find their relevant products, classes along an age/stage continuum while remaining straightforward and repurposing much of our underlying catalog copy and image library.

How did Corey help Isis transition from a regional brand to a national brand?

The second major requirement of the new educational brochure was to help us filter by region. On the eve of launching in two additional markets, we had a need to present only those courses that are being offered in a certain location and not further complicate our backend catalog maintenance function. We also had a need to demonstrate the breadth of offerings offered digitally or telephonically to engage those visitors to our site who are outside of our physical trade area.

As CEO, what were the three things Corey absolutely had to capture about Isis? Were there any challenges?

1) Our audience – introduce our brand to an entirely new regional audience. We needed to put our best foot forward and showcase why visitors should care and trust Isis as their go-to parenting resource.
2) Our voice – not overly commercial, the trusted guide and authority on all subjects’ pregnancy to preschool readiness.
3) Our tone – fun but functional. The pieces needed to capture the user, but not overly complicate the registration and sales processes as we added new location based filters.

There were a lot of moving pieces in developing a strong brand voice; including the interactive diagram that brings Isis to the digital in a new retail environment and a brochure that connects the whole experience all in a super aggressive timeframe with competing priorities.

How did Corey work with you successfully to make it all happen?

This design had to live on its own, but also serve as an important interactive tool inside our new physical retail locations at Babies R Us stores. With a smaller footprint and an architectural design that allows for two digital kiosks on a “kitchen counter” fixture, the screen becomes an important window to the Isis Parenting brand and our myriad of tools. These content and engagement options now live beyond what a visitor will find in our 4-wall environments.

The Isis culture is agile, focused, fun and transformative. How did the Corey culture fit?

Corey quickly brought the right team and resources to the table to hit our deadlines. They were adept at navigating not only the Isis requirements and constraints, but also serving as a third partner in the execution of the design inside our website vendor. Given that our site is not home grown and we have many platform constraints, Corey was able to work with us to compromise and find alternative ways to create the desired user interface.

To learn more about the project see our newsletter on Institutionalizing the Isis Parenting Brand as it goes national, or Subscribe to our newsletter.


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