August 21, 2014

Q&A with Moira Kelly, Executive Director & President, EXPLO

 

“What Corey did is make us really articulate – to the outside world – what makes us tick. And they did that by asking lots of questions, followed by more questions. To really capture the essence of a place, you have to know it. It’s all about asking the right questions.”  Moira Kelly, Executive Director & President, EXPLO

EXPLO is the international leader in summer enrichment. Corey collaborated with Moira and the EXPLO team to develop first a new brand architecture and nomenclature system, then design a new user-interface and website.  Moira shares her experience about our collaboration below.

COREY:  How did Corey help you think about the Explo brand differently?

MK:  When you live something day in and day out, it’s easy to think many things are obvious.  If everyone’s steeped in something, then everyone simply “knows it when they see it.”  The problem, of course, is if you are trying to communicate to people who don’t live something everyday, then they don’t have the same reference points.  It’s an “insider/outsider” issue.  What Corey did is make us really articulate – to the outside world – what makes us tick.  And they did that by asking lots of questions, followed by more questions.  To really capture the essence of a place, you have to know it. It’s all about asking the right questions.

COREY:  How did Corey help bring the Explo brand experience to life online?

MK:  We’re complex.  We’re not a school or a camp.  We enroll students from the ages of seven to seventeen.  We have multiple campuses and an international audience coming from more than 65 countries.  Yet, every program we do is recognizably Explo.

What Corey did is visually simplify the complexity of what we are in such a way that a ten year old can like what she sees, but so can a sixteen year old, as well as parents, and folks looking for employment opportunities. Corey made our website feel like “Curiosity in Action” is at the heart of everything we do.  And whether you are sitting in Venezuela, Singapore, or France, you get the feeling that Explo is a warm, friendly, intellectually bubbly place.

COREY:  Why was the collaboration between Corey and Explo so successful? 

MK:  There was a thoughtful structure to our meetings that allowed Corey to get to know us in a really efficient manner.  We were under a tight timeframe and Corey made the most of every meeting.  Follow up was terrific.  And, frankly, it was fun.  The Corey folks have a good sense of humor.  They really got us and though there was lots of work that had to get done, it was really satisfying to see how much progress everyone was making every week.  In the end, the key piece was that it felt like we were all on the same team.  That and we liked our teammates.

COREY:  When it came time to hand the site off to your internal team, how did the transition go?

MK:  The hand off from Corey to our internal communications team was terrific.  Corey knew what our programmers and our graphics folks needed.  There was also such clarity to what we received that framing things for our content writers/developers was really straightforward.  Things were documented well.  Communication was fabulous.  They were always so responsive.

COREY:  How would you complete this sentence, “Wouldn’t it be great if … ?”

MK:  …we could do a project with Corey every year.  OK, strike that.  I don’t really want to be overhauling a website every year – as if there aren’t enough other things to do.  But if I had to, I’d like to do it with Corey.  It really was a wonderful experience.

 

 


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