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