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