Although conceptual design is one of the most important stages of creation, impacting the quality and cost of the final product, current research indicates that designers still lack adequate tools supporting early-stage design. This research challenges that notion, by proposing a hybrid digital design platform for conceptual architectural design. The platform contains four miscellaneous techniques: animation, free-form modelling, associative parametric modelling and performance-driven modelling. In a digital design experiment we demonstrate that the collective application of these techniques to early-stage design explorations intensifies the architect’s visual and cognitive reasoning processes, and hence supports the emergence of promising ...