This article builds on a large industry-driven sound design experiment focusing on the underexplored area of sound signature for silent electric vehicles. On the basis of some retrospective observations, and in the conceptual framework of design research, we propose a post-analysis that leads to provide insights on sound design as a discipline, considering its status, the status of its performers (sound designers), and its specific position between science and arts. The main aim of the article is to contribute to increase the general knowledge on sound design and to study it from the perspective of its principles, practices, and procedures.