Fwiw, below is the term and description I’ve created to address this confluence of design and indirect creating-
ie. Directive Creation- (vs creative direction)
It’s easy to think a creative project is all about meeting design, time, budget and market needs. But there’s more. All projects play an important role in the strategic direction of a brand, company or product. Not just creative design. Not just giving “creative direction” for others to do the work, but being creatively involved in all aspects of the product to focus the direction of the brand. This is Directive Creation.