The design profession has expanded broadly and rapidly into digital media over the past ten years. This phenomenon has brought a wealth of new people, skills, research and techniques into the profession and allowed us to accomplish things we never could have dreamed of before this growth. There were (and still are) many benefits to this expansion, but also a few drawbacks. And as I look across the digital landscape, I fear we are beginning to loose our identity. As designers, we are so caught up in defining ourselves by the most recent niche or specialization to materialize in the industry that we are failing to realize the impact this is having on our field -- that with every new title or label that surfaces we are eroding our identity more and more.