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