Temples, Golden Chedi and being on top: An interview with Design Army’s Pum Lefebure

An interview with Pum Lefebure, Co-Founder & Chief Creative Officer, Design Army, Washington DC, who will be Jury President of Design Lotus and Print Craft Lotus at ADFEST 2015.

Pum Lefebure believes agencies need to “give a shit about design” in a fast-moving digital world. She also says people who ‘get’ design are people who have vision.

Originally from Bangkok, but now a respected designer based in Washington D.C., Lefebure is returning to her Thai homeland next March as Jury President, Design and Print Craft at ADFEST 2015 (which runs 19th – 21st March).

As co-founder of a studio called Design Army, she is one of Thailand’s most successful design exports, so we caught up with her to find out what makes her tick.

Do you think your Thai heritage influences your design sensibility?

Absolutely. I was born and raised in Thailand, and my family still lives in Bangkok. As a kid growing up, my parents always encouraged me to draw and paint. I was the ‘art competition kid’ at my school since first grade. Temples, Golden Chedi, Thai dance, textile design — they all contribute to my design aesthetic.  My work tends to be exotic and imaginative, and I think being Thai has everything to do with that. It’s just in my blood.

I swing home whenever I’m in Asia. Every time I come back, I have to run to Wat Pho and the Grand Palace to get a dose of Thai architecture and design. I see different things every time.

What are your impressions of Asia’s design landscape as someone who now lives in the USA?

Japanese design is probably one of the strongest in the world. Singapore is always consistent in design thinking and beautiful execution. Overall, the level of craft is so high in Asia. It’s an art form that agencies should maintain and give a shit about in the fast-moving digital world. Craft matters.

You believe “good design is the cornerstone of good business”. Why?

Without design in place at the beginning of any business or product launch, it’s like trying to build a house without a blueprint. It won’t last. If you look at any big successful business, it has design as one of the tent poles, and design is integrated at the very beginning. People who ‘get’ design are people who have vision; they’re imaginative and take risks.

You recently launched a swimwear collection with Karla Colletto. What did you learn?

It’s all about adaptation. In order to stay relevant, you have to evolve and adapt. If you’re just going to stick with what you learned 5 years ago, you might as well forget it. Also, it’s important to collaborate with people who have different strengths than you. Karla is very good with cutting and technology, and we’re very good at typography and witty concepts; being able to combine our two strengths and come up with a product that still feels like both of us was a great challenge.

I learned a lot by just jumping into the swimwear world. I’m a strong believer in learning by doing. A lot of people do tons of research; I just do, and I learn as I go along.”

There are “Pum Fiction” photos on your website… please explain?

That was my Halloween costume this year. Our office always has a crazy Halloween costume contest via social media. I went as ‘Pum Fiction’ (starring Pum-a Thurman). I was holding the book with my photo on it, and we changed the type from ‘Pulp’ to ‘Pum.’ My prop was a bob wig (the same haircut that I had in Catholic school in Bangkok), a heap of ‘cocaine’ with an x-acto knife, a toy gun, and a pack of Red Apple cigarettes.

Of all the careers you might have chosen, why design?

Design is not really something you can choose — I think design chose me. It’s just the way I am; I live and breathe design. It’s a great combination of beauty and intelligence. A good design always pleases the eyes and stimulates the mind.

What are you most looking forward to about overseeing next year’s Design and Print Craft Jury at ADFEST?

By judging shows in different parts of the world, I’ve learned that what makes a piece win awards can come down to different sets of eyes – what wins is what’s relevant to the people who are judging it. I think it’s really interesting to work with a jury that has not practiced in North America and Europe, because they have a different sensibility. To be part of that conversation helps me have a broad perspective.”

Can you tell us one secret about yourself?

“I’m afraid of birds. I don’t like anything above me. I much prefer being on top.”

For a taste of Lefebure’s Design Army works, follow her at: