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