Design driven innovation has emerged to be an alternative way to generate sustainable competitive products or services. Previous research has recently revealed succesful practices of design driven innovation in various industries. However, little has been known about the creative companies that practice design driven innovation, especially in developing countries. This research investigates the existence and practices of design-driven innovation in the Indonesian creative industry. Based on interviews with the design-preneurs of the creative industry, one of the results of this study reveals how the Indonesian creative industry creates new meanings that are embedded into new products. Based on the identification, a framework to create new meaningsis resulted which consists of a set of key processes, such as sensing, sensemaking, specifying, setting up and storytelling. The practical contribution of this research is that this identified framework can be adopted by any creative companies interested in improving their innovation capability.