Right now I'm freelancing with my terrific art director at an agency that's called us in to work on an "exploratory." Here's what happens next, every time we do something that doesn't look like or sound like what they've been doing for years, we get castigated. In other words, it's an exploratory but we should only explore the vast expanse that exists between the ever-so-tightly kerned letters A and B.
This isn't an exploratory. It's a conformatory.