Judging the Creative Circle Awards 2026: Why Craft and Clarity Still Matter

I’m pleased to be returning as a judge for the 2026 Creative Circle Awards, in the Design, Craft & Packaging category.

The Creative Circle Awards hold a particular significance within the industry. They reward not just visibility, but judgement. Not just boldness, but restraint. Not just concept, but execution.

And that distinction matters.

In an era of accelerated output and algorithm-driven amplification, craft can easily be overlooked. Design risks being evaluated on spectacle rather than substance.

But great design is not decoration. It is decision-making made visible.

Every typographic choice signals intention.
Every packaging detail communicates hierarchy.
Every layout choice reveals thinking.

As a Creative Director, what I look for — whether in client work or award submissions — is clarity.

Does the work understand its audience?
Does it respect context?
Is the thinking disciplined?
Is the craft considered?
Does it endure beyond the moment?
Is it original and inspiring?

The Creative Circle Awards have historically upheld these standards. And judging within the Design, Craft & Packaging category is both a privilege and a responsibility.

Packaging in particular sits at the intersection of:

• Brand identity

• Physical experience

• Material choice

• Sustainability considerations

• Cultural signalling

It is one of the few places where brand strategy becomes tactile.

In luxury and premium sectors especially, packaging is not an accessory. It is narrative architecture.

Judging at this level also reinforces something essential for my own practice:

Exposure to exceptional work sharpens your own standard.

Reviewing submissions from across disciplines reveals patterns. It shows where the industry is innovating and where it is repeating itself. It highlights where craft is evolving, and where clarity is slipping.

Creative awards are not about ego. At their best, they are about discipline progression.

They set a bar.

They encourage thoughtfulness.

They remind us that taste is not arbitrary — it is cultivated.

As we navigate a creative landscape increasingly shaped by automation and speed, the value of considered design becomes even more important.

Because craft is not nostalgic.
It is structural.

It ensures that work holds up under scrutiny.
It ensures longevity.
It ensures integrity.

I’m grateful to Jeremy Green and the Creative Circle team for continuing to champion high-standard creative work — and for the opportunity to contribute to the conversation.

Design still matters.
Judgement still matters.
Clarity still matters.

And I look forward to reviewing this year’s submissions.