CO-FOUNDER AND CHIEF CREATIVE OFFICER
DESIGN ARMY, WASHINGTON DC
Pum Lefebure is an award-winning creative director, savvy business leader, and trendsetter, who has led global brand campaigns for the Hong Kong Ballet, the Academy Awards, PepsiCo, Karl Lagerfeld, Adobe, and The Ritz-Carlton. With a rare combination of creativity and business acumen, the Thailand native brings a global sensibility to American design. Known for her unique design and art direction, Pum gives keynote speeches at design conferences around the world and regularly judges elite competitions including Cannes Lions, D&AD and Spikes Asia. She has been president of the One Show Design, Clio Awards, London International Awards and AdFest juries, and will serve as president of the Cannes Lions Design Jury this coming summer. She has garnered numerous prestigious awards including two Emmys. Named one of Adweek’s Creative100, Graphic Design USA’s Top 50, and a Rising Star by the Washington Business Journal’s Women Who Mean Business, Pum has been featured in Forbes, Entrepreneur, The New York Times, Fast Company, Adweek and currently serves on the Board of The One Club for Creativity.
PICTURED ABOVE: Pum and Jake Lefebure, co-founders of Design Army
THE FUTURE OF THE GRAPHIC DESIGN BUSINESS?
The future is very exciting! Graphic design is crucial to creating and transforming a business, and “us” as designers must go deeper; design is not just an aesthetic – it’s the soul of a brand. The big challenge is that the world is moving fast and we must rethink everything at all times. It’s a designer duty to innovate and push the boundaries of creativity. I think a lot about this transformation and make a point to never stand still; however the faster the world goes, I unfortunately still have the same amount of time. As for opportunities going forward, I’m excited by the idea of AI integration in to our creative process. It will take care of the “busy work” and allow us to focus on the big concept. At a recent Adobe Influencer briefing their AI integrated software (Adobe Sensei) was amazing — it was learning and generating prototypes that would take us hours in just a few seconds.
WHERE WERE YOU BORN AND WHERE DO YOU LIVE NOW?
Bangkok Thailand / Washington DC
A DESIGN HERO?
Tibor Karman, Tadao Ando, Dries Van Noten
FAVORITE SOCIAL MEDIA?
@designarmy @wgsn @therow @thefatjewish @ad_magazine and @pumlefebure ;)
FAVORITE TELEVISION BINGE WATCH?
The Morning Show
Where the Wild Things Are, The EMyth Worldwide, Grid Systems in Graphic Design/Raster Systeme Fur Die Visuele Gestaltung
The Sound of Music, Belle de Jour, La La Land
FAVORITE FINE ARTIST?
Willem de Kooning, Christo and Jeanne-Claude, Chet Baker, Billie Eilish
Supporting the future generation: MICA Design Program, One Club for Creativity, AIGA Continium Fund
FAVORITE FREE TIME ACTIVITY?
Home spa day with my daughter Sophie
IF YOU WERE NOT A DESIGNER?
Editor in Chief of Vogue Magazine