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