The article explores how design process models are used in design-driven organizations. It suggests that these models not only guide the design process but also play a role in internal design reasoning and external communication. Through interviews with Danish design-driven organizations, the study identifies three main roles of process models: guiding the design process, increasing transparency in external communication, and formalizing an organization's design rationale. These roles help organizations define themselves and their practices, and can potentially influence the theoretical understanding of design processes.