We are very proud to announce that we have our own European Design Awards delegate this year: Nicole Pickett-Groen - our lead editor and copywriter. She has been invited as a digital jury member. Therefore, a perfect moment to have a chat with her.
The European Design Awards are about celebrating European design - including distinctive, regional aspects, as well as common elements that unify design across Europe. The European Design Awards wrap up with a festival in a different city every year, leading up to the awards ceremony. Creating an ideal opportunity for all creative people within our European community to come together - to be inspired and celebrate. The festival will hopefully take place in Tallinn, Estonia, in June this year.
Who is Nicole Pickett-Groen?
I am the lead editor of Dutch Digital Design, and also a bilingual copywriter who started her career in London. Now living in the Netherlands. I write (social) content, articles, blogs and loads more - for big and small clients. In both English and Dutch. I strive for quality in everything I make. Enthusiastically. With an eye for detail and creativity. Also a good sounding board when it comes to strategy and brand experience. And I love dancing - everywhere, but currently mostly at my own home - to the embarrassment of my two kids.
How did you react to the invitation to become a jury member for the European Design Awards?
Whoop, whoop and supercool.
I was contacted by Demetrios Fakinos, the managing director of European Design Awards. When asked whether I would be interested in being a member of the European Design Awards digital categories jury, I was very excited and also honoured. I always hear and read about awards, awards nominations and people being jury members for these type of events. I write Dutch digital design cases about amazing digital work that has won awards. But never did I think I would be a jury member myself one day: I am not usually in the spotlight as a writer and editor. But this time it really is my turn.
What will your focus be while judging the work submitted?
As the lead editor and writer of Dutch Digital Design I explore and am exposed to a lot of beautiful digital design work. I get to collaborate with the creators of this work. At Dutch Digital Design we scout and select new work that we promote through our Dutch Digital Design channels. We are on a mission to share Dutch digital design with the world. Like European Design Awards, we celebrate the best digital work out there - created in the Netherlands. Always considering our three pillars: originality, craft, and positive impact on society. All of these factors count, but not every case has to excel at all three.
This approach and also my exposure to other great digital work - through my work for other (tech) companies, will hopefully give me a good basis to ‘judge’ all the beautiful work that has been submitted. Considering new technologies, but also strategies with regards to diversity, neuro-diversity and equality. Whether it is designed for the greater good. With people (and brands) in mind.
One thing counts for sure: the work has to stand out.
What kind of work do you expect to be exposed to during the judging?
That’s a tricky one. This is the first time I am part of such an event, even though I am involved in a similar process at Dutch Digital Design. However, the world has come to a bit of a standstill over the past 24 months, and people had to re-focus on what matters to them. This also meant I haven’t been looking and travelling around as much as I am used to. I have seen many impressive digital initiatives with regards to the COVID-19 pandemic: great selfless, pro-active initiatives. At the same time, I also saw the need for distraction, for beautiful things, for a little light at the end of the tunnel.
Therefore, I hope to see work that does all of that, and what I mentioned previously. For the work to be designed for the greater good. Whether with a serious undertone, beautifully crafted, or extremely entertaining. Making use of new technologies, suiting the purpose.
As the lead editor of Dutch Digital Design and copywriter, you write a lot about digital craft: what are for you the most interesting tendencies happening in digital design right now?
I am intrigued by the use of data in digital design, and across brands and companies. A more thorough and creative use of data. Not just for the purpose of the brand or business, but again, with people in mind. For it to be more transparent. In order for people to see the need of data, be more willing to share data, and get something in return.
Also, I find the whole diversity discussion an interesting one. How it works for all parties involved. Whether you are the customer/user, a (potential) employee or brand. If done properly, it is a win-win situation for everyone. Involving a diverse bunch of people when creating new products or campaigns, will definitely result in these being better received and understood, and, therefore, also appeal to a wider and more diverse audience.
What are the chances for Dutch digital designers to scoop an award at the European Design Awards?
I am obviously a little biased. Having worked and lived in London for a long time, I am always very proud to be Dutch. Proud of our small country. A country that still seems to be open to new ideas, opportunities and challenges. I believe that its smallness is exactly the reason why we always had to have an open mind. An open mind that we use well creatively and commercially. Resulting in great design, creative ideas, and businesses. We are not scared to venture out of our comfort zone. I believe that this is also the reason why Dutch digital design is so successful: a combination of our open mindedness, our challenging character and creativity. And even though I might be a little biased, many non-Dutch nationals I have interviewed, have confirmed this. So, yes, I believe we are in with a good chance :-)