Disclaimer: I’m not trying to offend anybody’s profession, personal opinion or love of the term graphic designer.

A lot of people might aspire to be graphic designers. The whole premise is that over the years I’ve seen a lot of people with a lot of roles that are called a graphic designer—a senior graphic designer who is working at a really big agency, an in-house designer working at a really small tech company, or a graphic designer working in a print shop.

It’s difficult to pinpoint exactly when my perspective shifted, but the crucial insight is that our role extends far beyond mere expertise in creative Photoshop or PowerPoint production. Although these tasks might dominate our daily activities, our true value lies in being visual problem solvers. Our clients approach us not just for our technical skills, but because they face challenges in communication. We leverage tools like social media and mediums like print to craft effective solutions tailored to their needs. This could range from enhancing a PowerPoint presentation to improve message clarity, to more extensive projects like developing a logo or orchestrating a comprehensive branding campaign for fiscal year 2025. In every task we undertake, we are addressing a fundamental problem. This is why I believe that the term ‘graphic designer’ doesn’t fully encapsulate the essence of our work.

Who, or what, is a graphic designer, really?

Certainly, I am a graphic designer, and I fully embrace this title. However, there’s a pressing need to redefine what being a graphic designer entails, to more accurately reflect and communicate our value. The current title, IMO,  somewhat diminishes our role, giving an impression akin to that of a desktop publisher. Yet, our responsibilities are far broader. For instance, I have clients who seek advice on branding strategies for international clients. Our expertise extends well beyond mere graphic design. In many professions, titles are indicative of the actual responsibilities, which isn’t quite the case with ‘graphic designer.’ Are you aware of what a graphic designer truly does? Allow me to shed some light. Our work involves solving complex problems, maintaining active communication with clients, and striving to enhance engagement. Our role is multifaceted and integral to the success of various projects.

Are there better titles out there? 

Before embracing my current role as Chief Creative Officer, I was particularly fond of titles like ‘Visual Communications Specialist’ or ‘Visual Problem Solver.’ These designations highlight a key aspect of our industry: the value of experience and expertise. The distinction lies in choosing an agency with seasoned professionals, as opposed to hiring based on a superficial understanding of the role. It’s about finding someone who not only understands your specific industry, such as high-tech, but can also adeptly handle marketing and communication challenges. This goes far beyond creating a simple business card layout or basic graphic design.

At Initiate, we have a team of graphic designers. While we can’t completely overhaul the existing paradigm, it’s essential to recognize the depth of experience and education they bring to the table. We’ve started to blur the lines between junior and intermediate levels. I’ve grown to dislike such categorizations because they often unfairly pigeonhole an individual’s capabilities. However, we retain the title ‘Senior Designer’ to acknowledge those with extensive experience who contribute significantly to our clients’ projects.

Ultimately, it’s all about recognizing and communicating value. Certain titles inherently suggest a level of value, something that the title ‘Graphic Designer’ may not always convey adequately. If you are working with clients, your role transcends simple design; you are a creative problem solver. This is the understanding we aim to promote and embody in our work.