University of Hertfordshire · 5CTA2035 Concept to Customer · Week 4 · Mon 26 Oct

Four parts. One collaboration. Ready to submit.

Final submission workshop and crit. Morning: the four parts of the brief, five real launches, how to lay out the submission and make it credible. Afternoon: plan, build, crit in small groups, make one change.

Image: Nik Bentel Studio x Lidl, The Croissant Handbag, 2024. Research reference, not an endorsement. Brand copyright; retain credit. Classroom use.
Recap · Week 3 · Digital-to-Physical Workflows

Last week: make it real. Today: make it ready to submit.

The rule
An image is a promise, not a product.
What you made
Your hero product on the handover map, one physical test you must not skip, your next handover as a sentence.
60 seconds, with your neighbour
Say your collaboration in one sentence: “For [audience], [brand] and [partner] make [hero product] because [reason].” Your neighbour says what they still do not understand.
Week 4 · how today runs

Morning: what each part needs. Afternoon: your submission, tested.

AM · 10:00 to 12:30Lecture
10:00Recap and today10 min
10:10Part 1 · The four parts45 min
10:55Break10 min
11:05Part 2 · Five real launches30 min
11:35Part 3 · Lay it out25 min
12:00Part 4 · Make it credible30 min
PM · 13:30 to 16:00Submission workshop and crit
13:30Self-check the brief10 min
13:40Plan the four parts25 min
14:05Build and fix25 min
14:30Break10 min
14:40Crit in groups of five50 min
15:30Make one change20 min
15:50Final check10 min
You leave with
All four parts checked against the brief, a plan for what is missing, and one change made after crit.
Part 1 · 10:10

The four parts of your submission

Rationale, product, hype, seeding. Each one has to stand on its own, and all four have to tell the same story.

Image: Nike x The LEGO Group, Air Max Dn x LEGO, 2025. Research reference, not an endorsement. Brand copyright; retain credit. Classroom use.
Part 1 · the brief

Four parts. No pitch. All four tell one story.

01
Strategic rationale
500 words equivalent
Justify the partnership. Why do these brands belong together in 2026? Link to cultural trends and brand equity theory from trusted sources.
02
Product ideation
AI and CLO3D mock-ups
High-fidelity mock-ups of the hero product. 3 to 5 iterations showing the process, with annotation and citations. AI for concept and mood; CLO3D or compositing for co-branding and material detail. Analog Photoshop mock-up optional.
03
The hype asset suite
3 to 5 social contents
Social-media-ready content showing the collaboration in its intended environment, designed to be seeded for engagement. Carousel, UGC, reels, posts or a press release.
04
Influencer seeding strategy
5 cultural leaders
Five people who would receive the first physical iteration, each with a rationale based on their audience demographic.
The test for all four
Could someone who has never met you understand why these two brands, what the product is, where people would see it, and who gets it first?
Module brief, 5CTA2035 Assignment 1, as supplied by the module leader, 25 Oct 2026. Check Canvas for deadline and format.
Part 1 · strategic rationale · 500 words

Six moves. Why now and why these two do the heavy lifting.

01~50 words
The partnership
Both names and the hero product, in one line.
02~120 words
Why 2026
A cultural trend, dated and sourced, that makes this pairing timely now.
03~120 words
Brand equity
What each brand already means to people, and what the other adds. Use theory.
04~80 words
The audience
Who it is for and what they value, with evidence.
05~80 words
Fit and risk
Why the fit makes sense, and what either brand could lose.
06~50 words
So what
What the collaboration gives the audience that neither brand could alone.
Weak
“Both brands are popular with Gen Z, so the collaboration will go viral.”
Stronger · filled in (fictional brands from the example submission)
“Cycling in England rose 12% in 2024 (Department for Transport, Aug 2025), so more city commuters now ride to work in the rain. HALDEN brings considered, well-made rainwear; Northline brings the routes and the civic pride riders already feel. Together they offer a jacket printed with the city’s cycle map in reflective ink: something riders choose to wear, not free merch.”
Pattern: [trend + source, date] · [what the audience now does] · [what each brand brings] · [what neither could do alone]
Tutor-suggested outline for the 500-word rationale. Theory references on the source slide.
Part 1 · what convinces

Show the thinking, not just the polish.

AAR · 2026
Start from the problem
Define success. Show what each partner makes possible, and the hard part that is still open.
BetterBriefs · 2026
Strategy before the mock-up
Audience, the change you want, the problem. Then the visual.
HEINZ x kate spade · 2024
More than two logos
Recognisable brand codes, fan love and real product detail.
Four mistakes, four fixes
Two famous names firstWrite the audience and the trend before the pairing.
Ten mock-ups, no reasonsAnnotate each iteration: what changed and why.
Trends without a sourceEvery trend gets a dated, trusted source.
Theory as decorationUse one theory to explain one choice.
Sources: AAR, 14 Aug 2026 (R01); BetterBriefs, 12 Jan 2026 (R02); HEINZ / kate spade release, 26 Jun 2024 (R06, R43).
Part 1 · two elevator pitches

Same lift. Same idea. Different preparation.

Tap a card to play. Then tick the pitch check: which of the four did you hear?

01Take one · prepared
Thirty seconds, four things
Tap to play, about 1 min
01Take one · prepared
Which of the four did you hear?
Trend + source · why these two · one product · one clear ask
02Take two · underprepared
Same idea, no preparation
Tap to play, about 1 min
02Take two · underprepared
Which of the four did you hear?
Trend + source · why these two · one product · one clear ask
The same four things make your written rationale strong
A trend with a dated source · a reason these two belong together · one product · one clear next step.
Illustrative films: fictional brands and people. Narration: Morchen Liu. Character voices: ElevenLabs stock voices. Trend: Department for Transport (2025).
Part 1 · quick check · in pairs

Six words you will use today

Say what it means, then tap.

Big idea
Tap to reveal
The one thought
The single organising thought that connects the product and the campaign.
Key insight
Tap to reveal
Why people behave this way
An evidence-based reading of audience behaviour that explains the opportunity.
Proposition
Tap to reveal
The value offered
What this collaboration specifically offers its audience.
Campaign line
Tap to reveal
The public phrase
The short line the public sees. It is not the insight.
Reason to believe
Tap to reveal
The proof
Evidence or a feature that backs the proposition. A logo is not one.
KPI
Tap to reveal
What you will measure
A key performance indicator for a defined goal. Not a result until it is measured.
Working definitions from the research pack, 25 Oct 2026.
Part 2 of the brief · product ideation

3 to 5 iterations. Show the process, annotate every step.

01
AI intervention
Concept and mood
Use generative AI for the first concept and mood. Keep the prompts and the images you rejected.
Required
02
Refinement
CLO3D or compositing
Show the technical co-branding and material details: logo placement, trims, fabric, construction.
Required
03
Analog mock-up
Photoshop, optional
A product placed on a real photo or a hand-finished mock-up.
Optional
04
Final hero
High fidelity
The finished hero product, with a second view or detail.
Required
Annotate every iteration
What changed · why · tool (and date) · source for any reference, in Harvard style.
Example annotation
“Iteration 3: moved the partner logo from the chest to the zip pull, so it reads on a close-up post. CLO3D, 24 Oct. Placement after [reference, year].”
Process stages from the module brief as supplied, 25 Oct 2026. Builds on the Week 3 handover map.
Part 3 of the brief · the hype asset suite

3 to 5 pieces, social-media ready, shown where they would live

Carousel
Swipe story: reveal, detail, how to get it.
One idea per slide; first slide stops the scroll.
UGC content
Looks made by a real wearer, not the brand.
Phone framing, real setting, honest caption.
Reel
Short vertical video, sound on.
Hook in the first seconds; the product on screen early.
Post
A single image that carries the idea.
The product in its environment, not on white.
Press release
The news story for media and creators.
Who, what, when, where, price, a quote, images.
Make it social-media ready
The right ratio for the platform, a written caption and hashtags, a clear action, and an Ad label where the seeding rules apply.
Make it a system
Same look, different jobs: tease, reveal, show it worn, tell the news. Say which job each piece does.
Eligible formats from the module brief as supplied, 25 Oct 2026. Format notes: tutor guidance.
Part 1 · the hype asset suite · episode 3

How to write a press release: a simple formula

03Episode 3 · 1 min 18
Write the press release before floor 12
Tap to play
03Episode 3
Now find the five parts in a real one.
Kraft Heinz, Levi Strauss & Co., Lidl GB, Xbox Wire
The formula · most important first
1 · HeadlineThe news, not a slogan. “HALDEN and Northline launch the Route Shell”
2 · LeadWho, what, when, where and why, in the first sentence.
3 · QuotesOne from a named person at each brand (fictional names in a student concept).
4 · DetailsPrice, where to buy, the date. Images and how to get samples.
5 · About + contactOne line on each brand, and a press contact.
In your submissionLabel it: student concept for an unofficial collaboration.
Illustrative film: fictional brands and people. Narration: Morchen Liu. Character voices: ElevenLabs stock voices.
Part 4 of the brief · influencer seeding

Five cultural leaders, chosen by their audience

#
Cultural leader
Platform and reach
Audience demographic
Why they fit
What they would make
1
2
3
4
5
Audience demographic, with a source
Age, location, interests, who follows them. Say where it comes from: media kit, public platform data or a report, with a date.
Keep it honest
These are proposed recipients. A gift is not a promise to post. Plan the Ad label. An appearance in a photo is not proof of a deal (Lidl, Case D).
Requirement from the module brief as supplied, 25 Oct 2026. Disclosure: ASA/CAP and CMA influencer guide, updated 23 Oct 2026 (R20, R39).
Part 1 · how will you know it worked?

Five KPIs for your hype suite and seeding

Tap a card: a one-minute caveman explainer plays, then the card shows the formula and its limit.

01KPI
Reach
1 min
01Reach
Different people who saw it
Limit: Reach says they saw it, not that they cared.
02KPI
Engagement rate
1 min
02Engagement rate
(Likes + comments + shares + saves) ÷ reach
Limit: Some engagement is people laughing at you.
03KPI
Click-through rate
1 min
03Click-through rate
Clicks ÷ people who saw the link
Limit: A click is interest, not a sale.
04KPI
Conversion rate
1 min
04Conversion rate
People who did it ÷ people who arrived
Limit: A high rate from a tiny crowd is still few sales.
05KPI
Sell-through rate
1 min
05Sell-through rate
Units sold ÷ units available, in a set time
Limit: Selling out a tiny stock is not a big market.
Write it like this
“We will measure [KPI] as [formula] on [platform or page] during [time window]. Target: [number, or to be established].”
KPI explainers: Morchen Liu, caveman version, 25 Oct 2026. Standard definitions; example numbers are illustrative.
Part 2 · 11:05

Five real launches

Toys, food, entertainment, a supermarket and gaming. Each shows one thing to copy, and one thing we cannot know.

Image: Levi’s x Gundam SEED, 2024. Research reference, not an endorsement. Brand copyright; retain credit. Classroom use.
Case A · Nike x The LEGO Group · 2025 to 2026 · sport x toys

Shared purpose, turned into a product detail

Air Max Dn x LEGO (2025) and the Nike Football x LEGO collection (2026). Films on the Nike newsroom: open the 40-second film.
29 May
announced
2025
1 Aug
shoe release
Nike channels
4 Jun
football extension
2026
Idea
Play and movement
Studs and minifigure details turn the toy system into a shoe.
Reveal
Announce, then release
Joint announcement 29 May 2025; the shoe on 1 Aug 2025. The LEGO set had its own dates.
Unknown
Sales? Not stated
A 2026 football extension shows it continued. Sell-through and profit are not public.
Ask the room
What does the LEGO partner add that Nike could not make alone?
Images: NIKE, Inc. newsroom, 2025 and 2026. Research reference, not an endorsement. Brand copyright; retain credit. Classroom use.
Case A · Nike x LEGO · the launch content

The hype asset suite, as it really ran

Press release
Nike newsroom announces the partnership
NIKE, Inc. · 29 May 2025
Product page
Air Max Dn x LEGO release page, Nike UK
Nike UK · Jul 2025
Campaign image
Football x LEGO boots and balls
NIKE, Inc. · 1 Jun 2026
Film
“Nike Football x LEGO Collection”, YouTube
Nike · 31 May 2026
Reel
Vertical YouTube Short, 9:16
Nike · 31 May 2026
Read it as a suite
Press release and product page carry the news; the film and the vertical reel carry the feeling. Same LEGO world in every piece.
Official launch content: press releases, campaign images, films and posts from brand, partner and agency pages, captured 25 Oct 2026. Tap a tile to enlarge; source link underneath. Research reference, not an endorsement. Brand copyright; retain credit. Classroom use.
Case B · kate spade new york x HEINZ · 2024 · fashion x food

The packet shape is the argument

Campaign image, kate spade new york x HEINZ capsule, June 2024. No official launch film with verified details was found.
26 Jun
announced
2024
$45 to $398
capsule price range
across products
Idea
Ketchup fandom, wearable
A three-dimensional ketchup-packet bag. Playful, recognisable at a glance.
Why it works
A shape, not two logos
The product itself explains the pairing.
Unknown
Seeding and sales: not stated
Launch documented. Gifting list, sales and earned media not published.
Ask the room
If you hid both logos, would people still get the idea?
Image: kate spade new york / HEINZ, 26 Jun 2024. Research reference, not an endorsement. Brand copyright; retain credit. Classroom use.
Case B · kate spade x HEINZ · the launch content

The hype asset suite, as it really ran

Press release
Kraft Heinz newsroom release
The Kraft Heinz Company / Business Wire · 26 Jun 2024
Campaign image
The release’s hero image
The Kraft Heinz Company / Business Wire · 26 Jun 2024
Campaign image
The ketchup-packet bag, via TheIndustry.fashion
TheIndustry.fashion · 27 Jun 2024
Reel / UGC style
@heinz_ca Instagram: “What’s in my bag”
Heinz Canada · date not shown
Read it as a suite
The “what’s in my bag” reel borrows a UGC format: it looks made by a person, not a brand.
Official launch content: press releases, campaign images, films and posts from brand, partner and agency pages, captured 25 Oct 2026. Tap a tile to enlarge; source link underneath. Research reference, not an endorsement. Brand copyright; retain credit. Classroom use.
Case C · Levi’s x Gundam SEED · 2024 · denim x entertainment

Design codes a fan will recognise

Levi’s · 0:00 to 0:35
“Levi’s x Gundam SEED”, Levi’s on YouTube, 24 Jan 2024, 35 seconds. Click to play with sound. Open on YouTube
24 Jan
film
Levi’s channel
1 Feb
Asia-Pacific
8 Feb
UK and Europe
Partners
Denim meets sci-fi IP
Gundam is the non-fashion partner: an entertainment franchise, not a celebrity.
Hero
The Relaxed Trucker
The mobile suit becomes graphic pattern, utility and co-branding.
Check
Dates differ by territory
1 Feb in named Asia-Pacific markets, 8 Feb in the UK and Europe.
Ask the room
Which detail would a Gundam fan spot first?
Film and poster: Levi’s, official YouTube upload, 24 Jan 2024. Research reference, not an endorsement. Brand copyright; retain credit. Classroom use.
Case C · Levi’s x Gundam SEED · the launch content

The hype asset suite, as it really ran

Press release
Levi Strauss & Co. company news
Levi Strauss & Co. · 4 Feb 2024
Partner news
The Gundam official site announces it too
GUNDAM Official Website · Jan 2024
Campaign image
Gundam-print sweatshirt in front of Earth
Levi Strauss & Co. · 4 Feb 2024
Campaign image
Jeans detail with the collaboration patch
Levi Strauss & Co. · 4 Feb 2024
Film
35-second film, Levi’s YouTube
Levi's · 24 Jan 2024
Read it as a suite
Both partners announce it to their own fans. The film came first, the press release after: tease, then news.
Official launch content: press releases, campaign images, films and posts from brand, partner and agency pages, captured 25 Oct 2026. Tap a tile to enlarge; source link underneath. Research reference, not an endorsement. Brand copyright; retain credit. Classroom use.
Case D · Nik Bentel Studio x Lidl · 2024 · accessories x supermarket

One object, one news hook, one experience

The Romans · 0:00 to 1:52
“Lidl: The Croissant Handbag”, The Romans PR on YouTube, 11 Mar 2025, 1 min 52. A case film looking back at 2024. Open on YouTube
£50
price
designer site
29 Aug
release
2024
<2 min
sell-out
agency claim
Idea
A bakery bag becomes a handbag
Lidl brings a cultural object; the studio brings accessory design.
Launch
Online drop plus pop-up
GBP 50 bag, released 29 Aug 2024, then a Fashion Week patisserie pop-up.
Claim
Sold out in under two minutes
The agency’s own claim. Stock, revenue and profit are not given.
Ask the room
Does a two-minute sell-out prove a big market?
Film: The Romans PR, official YouTube upload, 11 Mar 2025. Research reference, not an endorsement. Brand copyright; retain credit. Classroom use.
Case D · Nik Bentel Studio x Lidl · the launch content

The hype asset suite, as it really ran

Press release
Lidl GB: the Patisserie Lidl pop-up at London Fashion Week
Lidl GB · 9 Sep 2024
Campaign image
Hero image: the bag on a pile of croissants
The Romans · Aug 2024
Lifestyle image
The bag worn, from the designer’s page
Nik Bentel Studio · Aug 2024
Case film
The Romans case film, made after the launch
The Romans PR · 11 Mar 2025
Product page
The designer’s page, now sold out
Nik Bentel Studio · seen 25 Oct 2026
Read it as a suite
One object, a news hook and a pop-up: the second press release extends the story into Fashion Week.
Official launch content: press releases, campaign images, films and posts from brand, partner and agency pages, captured 25 Oct 2026. Tap a tile to enlarge; source link underneath. Research reference, not an endorsement. Brand copyright; retain credit. Classroom use.
Case E · Crocs x Xbox · 2025 · footwear x gaming · a criticised case

Recognisable is not the same as wanted

Official product image, Crocs x Xbox Classic Clog, Nov 2025. No official launch film with verified details was found.
$80
shoe price
US launch
25 Nov
on sale
2025
?
sales
not stated
Idea
Wear the controller
Fixed buttons, sticks and player-one and player-two details.
Launch
Announced by Xbox
24 Nov 2025, on the Crocs website the next day. USD 80 shoe, USD 20 charm pack.
Criticism
Mocked by one writer
PC Gamer strongly criticised it. That is one opinion, not proof of a flop.
Ask the room
What evidence would show the audience actually wants to wear it?
Image: Crocs / Xbox, Nov 2025. Research reference, not an endorsement. Brand copyright; retain credit. Classroom use.
Case E · Crocs x Xbox · the launch content

The hype asset suite, as it really ran

Press release
Xbox Wire announcement
Xbox Wire · 24 Nov 2025
Campaign image
Hero product image
Xbox Wire · 24 Nov 2025
Campaign image
On foot
Xbox Wire · 24 Nov 2025
Campaign image
Styled with Xbox charms
Xbox Wire · 24 Nov 2025
Product page
Today only the charm pack is listed
Crocs · seen 25 Oct 2026
Read it as a suite
Announced by the gaming partner, not the shoe brand: the suite speaks to Xbox fans first.
Official launch content: press releases, campaign images, films and posts from brand, partner and agency pages, captured 25 Oct 2026. Tap a tile to enlarge; source link underneath. Research reference, not an endorsement. Brand copyright; retain credit. Classroom use.
Case E · Crocs x Xbox · what real people posted

The launch, through buyers’ and creators’ eyes

Press Play montage: five creator videos, about 30 seconds each, one after another. Or tap one clip.

CruznMJD Productions · Unboxing
Out of the box: the matte black clog and charms
0:38 to 1:08 · 4 Dec 2025
techAU · Hands-on review
“They’re finally here, and I actually really love them”
0:28 to 1:00 · 1 Feb 2026
TrunksWD · Live reaction
Reacting to the $80 price
5:40 to 6:10 · 26 Nov 2025
The Mad Gamer · Reaction
Looking at the listing and the price
0:40 to 1:10 · 26 Nov 2025
XBOX FRONTLINE · Opinion
“Xbox Crocs aren’t the wave”: revolution or blunder?
0:05 to 0:35 · 3 Dec 2025
For your hype suite
Real UGC is made by a wearer, on a phone, in a real place. Brands cannot script it, only seed it.
Creator videos embedded from YouTube (CruznMJD Productions, techAU, TrunksWD, The Mad Gamer, XBOX FRONTLINE), Nov 2025 to Feb 2026. Not endorsements; classroom use. Views are small: reactions, not a demand measure.
Part 2 · compare, do not rank

Five lessons, five kinds of evidence

Case
What to copy
What is public
Not stated
A
Nike x LEGO
Product detail carries the shared idea
The partnership continued in 2026
Sales and profit
B
kate spade x HEINZ
The shape explains the pairing
Launch and price range
Seeding and sales
C
Levi’s x Gundam
Name the codes fans recognise
Film, dates by territory
Sales and gifting
D
Lidl Croissant
Object, hook and pop-up repeat one idea
Agency claims a sell-out
Stock and revenue
E
Crocs x Xbox
Recognisable is not the same as wanted
One writer’s criticism
Sales, and what fans think
Rule: “Not stated” is an evidence boundary. Never fill it with an invented number.
Summary of research pack section 2 (R04 to R14, R26 to R43).
Part 3 · 11:35

Lay it out

An overview a reader understands in under a minute, then sections that let them check your thinking.

Image: Nike Football x LEGO, 2026. Research reference, not an endorsement. Brand copyright; retain credit. Classroom use.
Part 3 · a suggested sequence

An overview, then one section per part

01
At a glance
Partner names, the hero image, audience and the idea in one line.
Overview
02
Strategic rationale
About 500 words: why 2026, brand equity, audience, fit and risk. Sources beside claims.
Part 1
03
Product ideation
3 to 5 annotated iterations: AI concept, CLO3D or compositing, optional Photoshop, final hero.
Part 2
04
Hype asset suite
3 to 5 social contents shown in their environment, each with its format and job.
Part 3
05
Seeding strategy
Five cultural leaders, their audience demographic and source, why each fits.
Part 4
Keep evidence next to the claim
A short source under each claim, full Harvard references at the end. Do not hide every limitation on the last page.
Tutor-suggested sequence, mapped to the four parts of the module brief. Not an extra submission rule.
Part 3 · an example submission

What a finished submission can look like

Fictional brands, made to show layout only. Click a page to open it. Open the PDF

1 · At a glance2 · Strategic rationale3 · Product ideation 14 · Product ideation 25 · Hype suite 16 · Hype suite 27 · Seeding8 · References
Illustrative example: fictional brands, people and figures. AI-assisted images labelled on each page. Shows layout, not a model answer.
Part 3 · the overview page

Three reading levels on one page

1First: the big idea and the hero image. Biggest on the page.
2Second: who it is for, and what it offers them.
3Third: the evidence and the decision you want.
The one-minute test
A peer looks at page 1 for under a minute. Can they name the partners, the audience, the product and the reason for the pairing?
Overview page layout: original tutor diagram from the research pack, 25 Oct 2026.
Part 3 · real boards · tap to open full size

Give the reader an order, then the work

Tap to open
Adobe Gamechangers
Problem, insight, solution under one identity. The argument is visible before the work.
Tap to open
Year 13
A calm hierarchy: the reader knows where to look first.
Tap to open
Stock Up on Cheddar
One proposition across touchpoints. Its news headlines are mock-ups, not real coverage.
Tap to open
HEINZ ketchup phone case
A professional collage: product, posts, press. Shows execution, but not the audience or the measure.
Tap to open
Year 13: channel board
How the social ads lead to the landing page.
Images: D&AD New Blood 2024 entries (R15 to R17); The Kitchen @ Kraft Heinz (R07). Student entries are proposals, not observed results. Research reference, not an endorsement. Brand copyright; retain credit. Classroom use.
Part 3 · layout rules

Eight rules of thumb

01
One claim per page
Scale the most important image to match it.
02
A reading order
Alignment, spacing and captions in the same place every time.
03
Only useful copy
Keep words that explain the idea or back the evidence.
04
Quiet background for type
Never set key text over a busy product detail.
05
One look, different jobs
Consistent image treatment; each social image has its own job.
06
A second view
Show what the product does. A mood image is not a substitute.
07
Readable sources
Test the exported PDF at the size it will be viewed.
08
Label AI imagery
Concept status and tool on the relevant visuals.
Tutor rules of thumb from the research pack, informed by Mayer (2024), R32.
Part 4 · 12:00

Make it credible

Annotate and cite. Label the AI. Plan the creator relationship. Make every number say what it is.

Image: Nik Bentel Studio x Lidl, 2024. Research reference, not an endorsement. Brand copyright; retain credit. Classroom use.
Part 4 · annotate and cite

If you did not make it or measure it, cite it

Every annotation says
1What changed from the last version
2Why: the decision, linked to the rationale
3Tool and date: the AI model, CLO3D, Photoshop
4Source for any reference you used
Needs a citation
Trends
Every 2026 trend
A dated, trusted source: report, trade press, company data.
Audience
Every demographic
Where the age, location or interest figures come from.
Theory
Every framework
Full Harvard reference, used to explain a choice.
In the text
“Brand alliances can shift attitudes to both partners (Simonin and Ruth, 1998).”
Tutor checklist. Harvard referencing per University of Hertfordshire guidance.
Part 4 · the rules

Label the AI. Plan the relationship.

AI imagery · ASA/CAP 2025 and 2026
The lawNo blanket UK duty to disclose every AI use in ads. Existing rules still apply.
NeverImply a real person endorsed it, the partner approved it, or a generated garment was tested.
Write this on your visuals“Student concept for an unofficial collaboration. AI-assisted visualisation using [tool], [date]. Proposed design; manufacture, performance and partner approval not confirmed.”
Seeding · ASA/CAP and CMA guide, Oct 2026
Free productCan create a duty to disclose, even with no obligation to post.
LabelClear “Ad”, upfront. “Gifted” alone is not the recommended label.
In your plan, say whichUnsolicited gift, loan, paid content or ambassador. Gifting is not a promise of a post. Rates and rights are assumptions until agreed.
ASA/CAP, 29 May 2025 (R18) and 11 Jun 2026 (R19); ASA/CAP and CMA influencer guide, updated 23 Oct 2026 (R20, R39). Disclosure wording: tutor recommendation.
Part 4 · theories you can cite

Brand equity theory, as the brief asks

Tap a card: a one-minute caveman explainer plays, then the card turns to show what it is for and its limit.

01Keller (1993)
Customer-based brand equity
Tap: the caveman version, 1 min
01Keller (1993)
Customer-based brand equity
What does each brand already mean to people: how well they know it, what they link to it? What does the partner add?
Limit: Equity is in people’s minds; show evidence, not assumption.
02Simonin and Ruth (1998)
Brand alliances and spillover
Tap: the caveman version, 1 min
02Simonin and Ruth (1998)
Brand alliances and spillover
What does each brand gain from the pairing, and what might it lose?
Limit: Effects need not be equal, and depend on the audience.
03Green and Brock (2000)
Narrative transportation
Tap: the caveman version, 1 min
03Green and Brock (2000)
Narrative transportation
For the hype suite: can someone follow the person, the place and the moment the product appears?
Limit: A moving story is not proof of sales. Never invent a customer.
Write it like this
“Using [theory], we explain [one choice in the collaboration], because [evidence].”
Full Harvard references on the source slide and the worksheet. Films: Morchen Liu, caveman version, 25 Oct 2026.
Workshop · 13:30

Your submission, tested

Check it against the brief, plan what is missing, build, take the crit, change one thing.

Image: kate spade new york x HEINZ, 2024. Research reference, not an endorsement. Brand copyright; retain credit. Classroom use.
Workshop · the agenda

Six steps, two and a half hours

01
Self-check
Audit the four parts against the brief. Find the weakest.
10 min13:30 to 13:40
02
Plan
Rationale outline, iteration log, hype suite, seeding table.
25 min13:40 to 14:05
03
Build and fix
Work on the weakest part first.
25 min14:05 to 14:30
Break
Ten minutes.
10 min14:30 to 14:40
04
Crit
Groups of five: 3 min walk-through, 2 min questions, 2 min feedback.
50 min14:40 to 15:30
05
One change
Choose it, make it, write why.
20 min15:30 to 15:50
06
Final check
Labels, citations, Canvas.
10 min15:50 to 16:00
Before you leave
The self-check filled in, a plan for anything missing, and one change made after crit, with the reason written down.
Workshop · 13:30 · self-check

Find the weak part, then plan around it

1 · Strategic rationale · 500 wordsWhy these brands belong together in 2026. A dated, trusted source for each trend. Brand equity theory used to explain a choice. The partner is an organisation, not a celebrity.
2 · Product ideation3 to 5 iterations of one hero product. AI for concept and mood. CLO3D or compositing for co-branding and material detail. Every iteration annotated and cited. Optional Photoshop mock-up.
3 · Hype asset suite3 to 5 social-media-ready pieces: carousel, UGC, reels, posts or a press release. Shown in their intended environment. Each with a job, a caption and an action.
4 · Influencer seedingFive cultural leaders who receive the first physical iteration. Audience demographic for each, with a source. Proposed, not confirmed. Disclosure planned.
All fourAI imagery labelled. Facts, assumptions and targets kept apart. Harvard references at the end.
Self-check mapped to the module brief as supplied, 25 Oct 2026. Canvas instructions and marking criteria still apply.
Workshop · 14:40 to 15:30 · groups of five

The crit: evidence and the brief, not taste

0Before: the presenter writes one question for the group.
1Meaning: what did you understand, and what was strong?
2Answer the presenter’s question.
3Neutral question: no opinion hidden inside it.
4Opinion, with permission: “I have an opinion about ___. Would you like it?”
3 min
walk-through
2 min
questions
2 min
written feedback
I likeA strength, pointing at the page.
I wishAn unmet need, linked to a part of the brief.
What ifA possibility to test.
Useful, not vague
“The reel looks great, but I cannot tell where it would be posted or who it is for.” becomes “Show it in the feed, and add the platform and caption.”
Adapted from Liz Lerman’s Critical Response Process (R21, R33) and I Like, I Wish, What If (R22). Shortened tutor adaptation.
Workshop · questions your work must answer

Be ready for these eight

01
Why would they say yes?
Why would the non-fashion partner agree, and what could only it bring?
02
Why 2026?
Which dated, trusted source shows this is the right moment?
03
Hide the logo
If the logos disappeared, what would still show the collaboration?
04
What changed?
Can a reader see what changed between your iterations, and why?
05
Where does it live?
Is each hype piece shown in the place your audience would see it?
06
Why this person?
What evidence shows each cultural leader’s audience matches yours?
07
Fact or guess?
Which number is a fact, an assumption or a target?
08
Labelled?
Is every AI-generated image labelled, with the tool and date?
Example answer, card 6
“Her media kit (Sept 2026) shows most followers are 18 to 24 and UK-based, which matches our student runner audience.”
Adapted from the research pack workshop input, 25 Oct 2026.
Exit · 15:50 · final submission

Submit the reasons, not just the pictures

A finished submission has
1A 500-word rationale with sourced 2026 trends and brand equity theory
23 to 5 annotated, cited product iterations
33 to 5 social-ready pieces, shown in their environment
4Five cultural leaders, each with audience evidence
5AI imagery labelled; references at the end
Write it now
“I will change ___ because ___; I will keep ___ because ___.”
Before you submit
Export the PDF and open it. Check images and source notes are readable. Check the filename, route, deadline and any page limits on Canvas.
Source index · tutor prep, not for projection · accessed 25 Oct 2026

Sources and citable frameworks

Brief
Module brief, 5CTA2035 Assignment 1, as supplied 25 Oct 2026. AAR (R01); BetterBriefs (R02); Mayer, 17 Jan 2024 (R32).
Case A
Nike newsroom, 29 May 2025 (R04, R26); release info (R05); Nike Football x LEGO, 1 Jun 2026 (R27). Films F01, F02.
Case B
HEINZ / kate spade release, 26 Jun 2024 (R06); coverage (R43).
Case C
Levi’s release, 4 Feb 2024 (R08, R09); brand page (R29); film, 24 Jan 2024 (R40).
Case D
Trade coverage, 27 Aug 2024 (R38); The Romans case pages (R10, R11, R12); film (R35); photo (R41).
Case E
Xbox Wire, 24 Nov 2025 (R13); The Verge (R37); PC Gamer, 25 Nov 2025 (R14).
Boards
D&AD New Blood 2024 (R15, R16, R17); HEINZ phone case (R07, R36).
Rules
ASA/CAP AI, 29 May 2025 (R18) and 11 Jun 2026 (R19); influencer guide, updated 23 Oct 2026 (R20, R39).
Crit
Liz Lerman CRP (R21, R33); I Like, I Wish, What If, 31 Aug 2023 (R22).
Keller, K.L. (1993) ‘Conceptualizing, measuring, and managing customer-based brand equity’, Journal of Marketing, 57(1), pp. 1-22.
Simonin, B.L. and Ruth, J.A. (1998) ‘Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes’, Journal of Marketing Research, 35(1), pp. 30-42.
Green, M.C. and Brock, T.C. (2000) ‘The role of transportation in the persuasiveness of public narratives’, Journal of Personality and Social Psychology, 79(5), pp. 701-721.
N notes
Tutor notes