Building information modelling (BIM) is well established in Denmark. However, there has been a lack of focus on the value that can be generated by using BIM during the design and construction phase. In this paper we address the questions: how will a design strategy as a concept look? and, what added value does a more structured and pragmatic work method add to the use of BIM throughout design and construction processes? A literature review established the main areas to further address through a case study method. Two cases were used, a live project and a theoretical project developed by students with the participation of the researchers as teachers. The outcome was to develop a pragmatic design strategy that is as uncomplicated as possible, but can lead a digital construction process and BIM project through the design phases and into the construction and O&M phases with the use of structured data and information from the models in an interdisciplinary manner. In order to develop a common language and understanding about the digital construction process, a paradigm for a BIM roadmap was also further developed. The work also discovers and investigates how an academic institution can develop work methods through on-going development, tests and evaluation in collaboration with practitioners from the AEC industry. The work has theoretical and practical implications.