The concept of graphic (art director) is often only associated with the advertising world, whereas it also has a decisive role in digital products. UI designer designs screens; and graphicr allows the entire visual narrative to have a consistent direction.
The difference is in scale and perspective. A graphicr looks at the project from above: it edits the whole of brand language, tone, visual identity, and emotional impact. It deals not with a single screen, but with the design of the entire relationship that the user has with the brand.
An experienced art director navigates with the right questions at the beginning of the project and then maintains that direction on every screen, so that ten different pages don't appear to be out of the hands of ten different designers; they feel like they belong to a single and powerful brand.
Running both the rear steering and the UI/UX discipline together gives us the opportunity to see both the big picture and the pixels at the same time. We are moving the discipline of art directing that I have acquired in corporate brands to every digital product project today.