2023 Creative LIAisons Onsite Panels & Speakers

Pum Lefebure

Co-Founder / CCO
Design Army
Washington D.C.

Topic: Feel All The Feels
Trends come and go, but visual storytelling rooted in emotion is a constant. If we are to question tomorrow, we must first understand who we are today.
In a world that is ever-changing, Design Army Co-Founder & CCO Pum Lefebure turns to her North Star, joyful emotion, to ground the agency’s work. Pum explains how having an emotional North Star to guide the expression of your work will shape not only the type of work you do, but also prepare you to face tomorrow. From connecting the dots between feeling and design to building a visual vocabulary, go behind the scenes with Pum for an in-depth look at Design Army’s creative process and how it always comes back to eliciting one clear emotion: joy. Leave the room inspired to identify your emotional North Star and prepare to confidently question—and shape—your tomorrow.
About Pum:
Pum Lefebure is the Co-founder and Chief Creative Officer of Design Army in Washington, D.C. An award-winning creative director and savvy business leader, Pum has developed numerous international campaigns for high-profile clients such as the Adobe, Netflix, Neenah Paper, The Ritz Carlton, PepsiCo, Saucony, Hong Kong Ballet, and the Smithsonian. Born in Thailand, she brings a global sensibility to American design, a creative point of view that draws from different cultures and resonates with diverse audiences.
Guided by an entrepreneurial edge, Pum has elevated Design Army’s reputation as a trendsetter, while establishing her own hallmark: a distinctive union of the artistic and the commercial. With a rare balance of creativity, strategic thinking, and industry savvy, she has proven that good design is the cornerstone of good business. Her thought leadership has appeared in Fast Company, the New York Times, Adweek, Entrepreneur, and Forbes, to name a few.
Pum regularly judges elite global design competitions, including Cannes Lions, Clio, D&AD, LIA, and Spikes Asia. She has served as jury President for Cannes Design Lions, One Show Design, AdFest, and London International Awards. Her own work has earned a plethora of awards, including D&AD, One Show, ADC, Red Dot, AIGA, SPD, and TDC, and she has lectured and led workshops around the world, from Copenhagen and Durban to Bangkok and Beijing. 

From ‘Feel All The Feels’ Talk:
•    It's easy to say: the brief or client is boring. The job isn't boring. You are boring. Remember, it's your job to make people feel something in a way that isn't boring.

•    Emotion is the currency in our business. It’s your job to make people feel something with your work.
On Creative LIAisons:
•    The work that LIA is doing with Creative LIAisons is so important: there’s nothing more important than investing in our next generation. I feel so honoured to have been a small part of these talented rising stars’ careers, and feel so much joy when some of them reach out to tell me that they’ve risen to leadership positions.