| High End | Conceptualization | Pedestrian | Assets | Fresh |
| Brand Strategy | Poetic | Design Initiative | Objet (D'art) | Customer Driven |
| Blue Sky | Creatives | DESIGN BINGO (free square) | Interesting | Portfolio |
| Low End | Navigation | Framework | Trend Analysis | Atypical |
| Too Ethnic | Impactful | Guest | Forecasting | Aesthetic |