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