Do you work in print? Yes.
Do you create videos? Yes.
Do you develop websites? Check.
What about digital signage? Yes.
Do you work on events and tradeshows? Yup.

You've got to work with people that are fluent in all media.

The days of specializing in one media type have died. Back when GSD began, there were graphic design firms that only worked in print and video production houses that only edited. Crossing over into a different field was seen as a weakness since it diluted your specialty. Only a print specialist could understand how to put out a good brochure. At least that is what they wanted you think.

Today, the crucial skill is to ability to flow between all media types. If you are building a brand you now have to control how the brand is seen and heard in print, online, on a mobile device, on television, in an event and even in the street. There are no boundaries. People are always surrounded by messaging and design professionals need to understand both what is being said and how it'll be said.

You see how not to do it often. How many times have you seen a web campaign that looked great online "repurposed" into a spread for a magazine that looked like a confused mess? Or how about the ads on many of the on-demand video sites? During a full screen HD stream of your favorite show, you're dropped into an ad break that is composed of a tiny video that you can't see from your couch, and a magazine-like spread with heavy headlines and a bunch of "Click here!" call outs. What? I was just immersed in a full screen passive media experience and now you are asking me to find my mouse and explore your detergent site? No thanks.

Most marketing firms ask the question, "Who is my audience?" What they forget to ask is, "What is my audience doing?" Are they on the phone? Are they walking? Are they just waking up and heading to an event? Do they have a coffee in their hand? You've got to get the message right. But, in an environment where people are plugged in and media is fluid, you better know how to deliver it.

-Pete Bjordahl