Driven by the aim of rendering graphic design beyond the conventional service-provider definition, Bayn expands on the concern of how we depict the practice. While the world we inhabit is dominated by the visual, the term graphic design continues to feel foreign to a larger public in the region. The actual pervasiveness and social significance of graphic design is still largely overlooked and unacknowledged.

Through a set of models Bayn advocates for an alternative insight into the practice, and questions the role of pedagogy in unfolding its potential.

"Bayn" the Arabic term for "in between" indicates the correlation of graphic design with other subject areas.