Meet the ED Awards25 Jury – Barbara van Santen (The Netherlands)

January 21, 2025

EDAwards Jury, EDAwards25, Graphic Applications, Netherlands


Barbara van Santen is a communications professional and graphic designer based in Amsterdam, with a strong background in the creative and non-profit sectors. She holds a bachelor’s degree in graphic design from the Maastricht Institute of Arts and a master’s degree from Maastricht University. Barbara has contributed her expertise to renowned organizations, including the European Cultural Foundation, the Erasmus Prize Foundation, and the architecture firm NOAHH.

Currently, Barbara is the Communications Manager at the Association of Dutch Designers (BNO), the Netherlands’ largest community of designers and design agencies. She also serves as the editor-in-chief of Dd, Dutch designers Yearbook, where she continues her mission to visually strengthen organizations dedicated to making a positive societal impact.

Barbara van Santen’s expertise in communication design and her passion for fostering positive societal impact make her a valued member of the European Design Awards jury. Her insights and dedication ensure that the competition continues to spotlight the transformative power of design.

Q: What makes the European Design Awards special to you?
A: The European Design Awards are particularly special to me for several reasons. Firstly, I applaud them for their ethical approach and affordable entry fees, making them accessible to both large and small studios alike. But more importantly, they foster a sense of community by connecting designers across Europe. These awards aren’t just about recognition; they celebrate exceptional design, offer opportunities to expand your network and provide fresh inspiration through the diverse talent showcased each year at the European Design Festival – which, by the way, is incredibly fun to attend. Serving as a jury member on behalf of the Association of Dutch Designers (BNO) last year was a career highlight, reigniting my passion for design’s ability to shape experiences and tackle real-world challenges.

Q:What excites you most about European design today?
A: What excites me most is its growing commitment to addressing pressing societal issues with depth, sensitivity and originality. Designers are increasingly using their craft to engage with complex challenges, demonstrating resilience and a keen ability to reshape perspectives.

Q: Is there a particular trend or approach in design that you think represents the future of creativity in Europe?
A: One of the most significant trends I observed during last year’s European Design Awards was the growing focus on societal and political themes in European communication design. More than ever, designers were using their skills to raise awareness and drive behavioral change, all while keeping the human element at the heart of their work. I hope this trend will shape the future of creativity in Europe – a future where design is not only visually compelling but also profoundly impactful, fostering empathy and meaning in a world that truly needs it.

Q: What advice would you give to designers aspiring to stand out in a competition like the European Design Awards?
A: My advice is practical and straightforward! Start by choosing the right category that best aligns with your project, ensuring it meets the specific criteria for that category. Your submission should reflect high standards of design quality, creativity and relevance. When crafting your submission, be clear, concise and avoid relying on promotional language. Visuals are crucial – select high-quality images that immediately capture attention and tell the story of your project. If you include videos, keep them brief and focused. Remember, jury members often review hundreds of submissions, so your entry must stand out right away. Winning a prestigious EDA can lead to significant media exposure, visibility and new opportunities. The effort you put into crafting a standout submission is well worth it!

Back