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