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