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