Samantha Williams

This paper examines how undergraduate design students develop cultural sensitivity through a live brief by the Illegal Money Lending Team (IMLT), focusing on global-local tensions in their responses. While prior studies address global-local dynamics, few explore intercultural pedagogy in UK live briefs. Using intercultural communication frameworks, the research highlights the importance of primary research, cross-cultural collaboration, and clear learning outcomes, advocating for stronger cultural fluency integration to better prepare students for inclusive global practice.