Design management profession has probably got the least attention in the construction industry. One reason could be the lack of explicit conceptualizations about its nature, subject matter and principles. In this article, a conceptual design management framework is proposed on the premise that design management is the management of a structured system of object and subject-oriented, technical and social design activities. Additionally, an example of a mediating visual model is proposed to facilitate the discussions about design activities and design management in academia and practice. The two major premises of this research are 1) as design management is the management of design activity, it is dependent on the way design is conceptualized; and 2) design is a human activity, but not a thing (e.g., representation) or an event (e.g., decision-making).