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