Nearly a year ago, I started my job as head of the design department at the Sandberg Institute. The students sat around a table and took turns introducing themselves. Strikingly, most of them began with some variation of “I am not a graphic designer,” followed by a summary of all the things they did do. The term ‘graphic design’ seems to be attached to a definition that is stuck in the last century. This conversation illustrates that the profession is changing significantly. Design today forms a discourse and doesn’t so much exist as a book, poster or stamp; as a medium – it exists first of all ín the media. The meaning doesn’t lie anymore in the design itself but mainly in its relationship with its environment – in the context. In this lecture I’ll illustrate what this notion has meant for my own design practice.