Meet the ED Awards 25 Jury: Sara Caldas (Portugal)

Sara Caldas is a Portuguese product designer based in Barcelona, Spain, with a strong background in UI design, branding, and editorial design. Her multidisciplinary approach to visual communication has shaped a career dedicated to crafting intuitive and engaging digital experiences.

Sara began her professional journey as a UI Designer at a multinational technology consultancy, where she developed digital platforms for clients in banking, insurance, and public administration. Over the years, she has contributed to various startups, continuously refining her expertise in digital product design. Today, she holds the role of Staff Product Designer at Coverflex, focusing on designing innovative solutions for the modern workplace.

Beyond her work in digital applications, Sara is also a published author, exploring design theory and the emotional impact of visual communication. She has written two books: Design, Create, Thrill: The Power of Graphic Design to Spark Emotions (Hoaki Books, 2019) and Palette Perfect for Graphic Designers and Illustrators (Hoaki Books, 2021)

Her experience in both design practice and theory makes her a valuable member of the European Design Awards 2025 jury, bringing a keen eye for creativity and innovation in digital design.

Q: What makes the European Design Awards special to you?

A: There’s something special about different countries coming together to create something new, exciting, different, beautiful. Ultimately, this is a competition, but it is also an event where we can look at each country’s best designs and get a feel of all the vibrant work European creatives are doing. On a more personal note, I’m excited to see the design submissions first-hand and connect with the other juries over them.

Q: What excites you most about European design today?

A: I always felt that European design was not something made for the masses. Let me explain: there is such a diversity of cultures and tastes in a considerably small space that we’re allowed to work for those niches and not worry if our design doesn’t appeal to everyone. It boosts creativity and sets designers free to create a new style, methodology or trend at any moment and place.

Q: Is there a particular trend or approach in design that you think represents the future of creativity in Europe?

A: At a time when AI-generated content is bursting everywhere we look, designers need to find a way to stay unique, true to themselves, and, above all, human. Never before has it been so important to promote ethical and moral engagement in the creative community, encouraging empathy and compassion. We need designs that speak to the heart like no machine could. So, which approach in design represents the future of creativity in Europe? Design with passion!

Q: What advice would you give to designers aspiring to stand out in a competition like the European Design Awards?

A: Don’t look too much at what other designers are doing, and follow your instincts. Also, enjoy the process and embrace the imperfections – they make you human.