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