Create Awards 2015: We welcome Linda Jukic to the judging panel

Published:  May 18, 2015

We’re thrilled to announce Linda Jukic has joined the Create Awards 2015 judging panel.

Linda Jukic’s 15-year industry experience includes working with some of Australia’s Top 20 ASX companies and with many of Australia’s most loved arts and cultural institutions across disciplines of brand identity, retail communications, video content, environmental, digital and social.

Linda Jukic was appointed creative director of Hulsbosch in March 2014, joining the business after a 10 year tenure with award winning design and creative agency, Moon Communications Group.


Linda Jukic at 2020 Adapt Or Die, presented by AGDA at Vivid Sydney 2014

Driven by ideas and dedication, Linda has conceived and realised major and high profile projects for brands including Westfield, Westpac, UBET, IAG, Macquarie Bank, Royal Caribbean Australia, Commonwealth Bank, BT Financial Group, The University of Sydney, Bresic Whitney, Yarra Valley Water, Vodafone, Seafolly, Trenery, ABC Kids, Australian Chamber Orchestra, Bell Shakespeare and the Sydney Opera House.

In 2011 Linda was named one of Australia’s Power 20 by Australian Creative magazine. Linda is currently a NSW councillor for the Australian Graphic Design Association (AGDA).

What role could awards play in developing Australia’s design landscape?

The obvious is in establishing benchmarks that define the unique and outstanding, which rouses a pursuit of higher standards within the industry. For individuals, awards create an aspiration to develop and master their craft, and a celebration to recognise what often takes blood, sweat and tears. That makes for a healthy and happy design landscape.

What interests me is the role beyond the expected:

- Awards as a platform to capture and document design history. We’ve never had a greater ability to aggregate and archive work as we do now.
- Awards as a mechanic to shape and strengthen client/creative relationships (if there is a shared benefit).
- Awards as a way to create conversation beyond the design circles to build business value and relevance in great design.

What can awards nights do to push the top work produced within our industry, outside the graphic design circle? What possibility might there be for this to influence business, industry or collaboration?

There should be a space within our conversations (and award nights) where we recognise clients. Without them providing the opportunity, instilling trust and wearing the risk many great works would never come to be. This acknowledgment could prove significant – most of all successful clients leveraging their networks to promote the value of great creative.

Another viewpoint is to re-think categorisation. If some awards were classed by industry, e.g. best in finance, retail, hospitality etc it would kindle a shared interest between creative and client and within business industry circles, stimulate business industry attention, competitiveness and benefit in doing great creative work.

When judging, reviewing or responding to work, what characterises excellence for you?

The superiority of:
- The quality of the idea
- The quality of the execution and
- The quality of the combination of the idea and execution.

The idea needs to be honest. Based on a truth, made clear and simple. It shouldn’t require examination or intellectual analysis. The execution should be a work of art – every design element considered and crafted. Many pieces of work do one of these, but not the other. Making the sweet spot of absolute excellence that piece of work where a brilliant idea is outstandingly polished to create the remarkable. So remarkable I am moved.

Do awards really judge the ‘best’ work? How else can the quality of a piece of design be judged?

Many award schemes have criteria, others rely on the interpretation of ‘best’ by the juror. Generally the intent of awards are about recognising the finest and superlative of work in the space of ideas and execution.

The definition of ‘best’ has also extended itself to the judging of the timeliness and relevance of work – does it capture the zeitgeist? If it resonates topically and stylistically to the moment it certainly elevates its consideration.

What there isn’t enough conversation about is effectiveness. A measured and merited acknowledgement of the impact and value of creative work. Work recognised as being the ‘best’, because it ‘worked the best’.


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