Thanks for the clarification Jehan! I got a little worried there for a second!
Aham73, that is about a good of a recap of what we as I have heard in awhile.
Lately, I’ve been gravitating to the term creative. I am physically designing a lot less stuff, though I am directing design language, critiquing product, assisting in writing briefs, questioning the process, mentoring and building the team, explaining things to retailer, work with Brand Design on everything from our overall brand voice to our packaging hangtags… but I still consider all of these things design, and I apply the basic set of creative problem solving techniques to these diverse tasks. Which i why I like the term “Creative”… though it’s a bit snobby sounding…
I still design some good old stuff though… working on a custom Jeep for the SEMA show this year!