Mastery isn't gained from intellect.
Mastery isn't gained from talent or ambition.
Mastery is earned through time and dedication to your craft over years.
Don't conflate it with fame.
....
At a big design conference a few years ago, the organizers declared their mission: “To create a safe space for design.”
I understood. Mostly.
But I couldn't help imagining Garamond Simoncini curled under a weighted blanket or a new UX model being gently reassured it was "valid." Perhaps a poorly kerned logo was trembling backstage, beginning its healing journey.
We were not there to celebrate design.
Apparently, we were there to apologize to it.
Their mission made me wonder: Have we confused comfort with creativity? And just when we need creativity the most?
The real work of design has never been particularly safe. Nor should it be. It's uncertain, uncomfortable, and sometimes brutal.
The way I see it, that's what makes it worth doing. That's what gives design the energy, meaning and magnetism good brands and people need.
Design doesn't need a sanctuary. It needs standards.
Design doesn't need protection. It needs people who care enough to say, “That's not good enough.”
Such individuals don't appear overnight. They're not minted by a "branding certificate" or last week's newest prompt engineering guideline. Talent is built over time, through repetition, care, and the hard, invisible work of getting better.
That's why walking into the room of the 2025 One Show to meet our Design Jury felt different. No posturing. No egos. No style ponies.
At the center was Liza Enebels, Jury President—grace with teeth. She doesn't vibe. She judges.
Around Liza?
Dandara Almeida
Nkenna Amadi
Lara Assouad
Fabio Barros
Marcio Doti
Carl Gerhards
William Harald-Wong
Ken-Tsai Lee
Alexis Nikou
Cynthia Pratomo
Federico Russi
Rehanah Spence
Julia Ulmer
Yah-Leng Yu
This wasn't a jury. It was a masterclass. 15 designers from around the world, each carrying decades of focus, failure, refinement, and return.
They didn't ask, “Is this brave?”
Please.
They asked, “Is this any good?”
Not in the trending sense. In the lasting sense—the kind that holds up under sunlight and scrutiny.
These weren't influencers. These weren't personalities. These are masters. That's why we invite them.
In an age where mediocrity is crowd-approved, where design is flattened to mood boards and where opinions have been treated like acts of aggression—a standard isn't "gatekeeping." It's oxygen.
Because if we want design to do more than scroll by—if we're going to matter—
we don't need more “safe spaces.” We need rooms with spine. Rooms run by people who know the difference between good and loud. Who don't mistake a prompt for their purpose.
Mastery isn't mean. It's imperative.
So this jury aimed higher.
In a profession that's becoming a lookalike, software-driven house of mirrors, I now see others aiming higher too.
Just like everything good that lasts.
Aiming for mastery.