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