Process modeling has emerged as a widely accepted approach in order to reduce organizational complexity in organizations. Process models are used for different purposes, including process analysis and redesign, risk management, and the implementation of software systems. However, the majority of existent approaches is restricted to processes that are wellstructured and predictable. Highly creative environments, such as the film industry or R&D departments, however, are characterized by high levels of flexibility. As existent approaches do not provide ample means to model such processes, this paper discusses the capabilities that a conceptual process modeling grammar for processes in creative environments must provide. Furthermore, we suggest an approach to process analysis that aims at the identification and specification of creativity in business processes. The study belongs to the design science paradigm; the discussion is grounded in a theory that explains the nature of processes that rely on creativity.