Meet the ED Awards 25 Jury – Danielle Townsend (Ireland)

Danielle Townsend is a designer, educator, and strategist whose work bridges industry and education while championing the next generation of creative talent. Based in Ireland, Danielle has a long-standing commitment to advancing design excellence and fostering meaningful connections within the creative community.

As the founder of BOUNCE, Danielle created an event at the intersection of experimentation, process, and critical discourse, inspiring professionals and promoting collaboration. She is a Board Director at the Institute of Designers in Ireland (IDI), where she contributes to initiatives that elevate professionalism and enhance the sector’s impact.

Danielle’s dedication to nurturing emerging talent is evident in her co-founding of The New Now graduate platform, a directory that connects early-career designers with employers, helping them launch their professional journeys. Her academic experience includes serving as Director of Programmes and Head of Department in higher education, developing and teaching design degree programs, and shaping the future of design education across Ireland.

An active voice in the design community, Danielle has assessed work for prestigious awards such as the ISTD Student Awards, IDI Graduate Design Awards, Irish Print Awards, and the Universal Design Awards, among others. Her leadership also extends to the government forum for the Commercial Creative Sector under DETE (Department of Enterprise, Trade and Employment) and Creative Ireland, where she helps develop programs that enhance research, accreditation, and opportunities for graduates.

Danielle Townsend’s commitment to advancing design excellence, fostering emerging talent, and promoting cross-disciplinary collaboration makes her a valuable addition to the European Design Awards jury. Her expertise ensures the competition continues to celebrate the transformative power of design.

Q: What makes the European Design Awards special to you?
A: The European Design Awards stand out because they celebrate the diversity, innovation, and cultural richness of design across Europe. They bring together exceptional talent from different disciplines and recognise not only creative excellence but also the ability to communicate effectively and solve real-world challenges. It’s a unique platform that highlights the value of design in shaping society while fostering a sense of community among designers. The scope of the categories is truly reflective of contemporary design practice but also celebrates the transdisciplinary nature of the sector too. And because EDA accepts entries from across Europe, the breadth of work is really diverse and allows studios and practitioners to be part of the broader landscape of design.

Q: What excites you most about European design today?
A: European design today is exciting because of its adaptability and cross-disciplinary nature. Designers are tackling complex global issues, from sustainability and circularity to inclusivity, and are pushing boundaries by blending tradition with cutting-edge technology. The resurgence of craftsmanship alongside advancements in AI and digital fabrication showcases how European design honours its heritage while embracing the future. That is always a challenge–to reference and celebrate the past but to drive thinking into the future, especially as there are so many challenges ahead for every society, but I feel European practitioners are acutely aware of the challenges and are well placed to solve them.

Q: Is there a particular trend or approach in design that you think represents the future of creativity in Europe?
A: The emphasis on sustainability and circular design is a significant trend shaping the future of European creativity. Designers are not only rethinking materials and production processes but also questioning consumption patterns and designing for longevity. They are taking on the role of adviser to organisations on how they operate for the good of people and planet. Guiding them through more circular approaches, sustainable opportunities and developing systems or products that resist obsolesce. They are also well positioned to assist in massive changes across systems, such as healthcare and education, where solutions are not about an aesthetic but more about a solution. Additionally, the integration of human-centric technology—like adaptive and generative AI, immersive experiences, and decentralised design systems—represents a forward-thinking approach that blends empathy with innovation, and challenges to the norms. It’s really exciting to see.

Q: What advice would you give to designers aspiring to stand out in a competition like the European Design Awards?
A: To stand out, designers should focus on authenticity and purpose. Submissions that tell a compelling story and demonstrate a clear, thoughtful process are often the most memorable. Prioritise work that reflects your unique perspective and tackles meaningful challenges. Presentation matters too—ensure your entry is visually striking, well-documented, and clearly communicates its impact. Never underestimate the storytelling component of an entry. The final outcomes is great, but the journey to get there is what is at the heart of good design and great articulation of process sets many entries to design competitions miles apart from others.