An army of design thinkers

Pum Lefebure is the Co-Founder and Chief Creative Officer of Design Army, an internationally recognized creative agency known for its bold visual storytelling and culturally resonant brand experiences. An award-winning creative director and business leader, Pum has led global campaigns for clients including Adobe, Morphe, Netflix, Neenah Paper, The Ritz-Carlton, PepsiCo, Saucony, Hong Kong Ballet, and the Smithsonian. Born in Thailand, she brings a global perspective to American design, blending cultural insight with strategic creativity to create work that connects across audiences and industries.

Under Pum’s creative leadership, Design Army has become known for its distinctive fusion of artistry and commerce, building immersive brand worlds that are both visually iconic and commercially effective. Her work and thought leadership have been featured in Fast Company, The New York Times, Adweek, Entrepreneur, and Forbes.

Pum regularly serves on the industry’s most prestigious global juries, including Cannes Lions, D&AD, Clio, and Spikes Asia. She has served as Jury President for Cannes Design Lions, The One Show Design, AdFest, and London International Awards, and was recently named Jury President for the D&AD Design Jury. Her work has earned recognition from Cannes Lions, D&AD, The One Show, ADC, Red Dot, AIGA, SPD, and TDC. She currently serves as Chair of the Board for The One Club for Creativity and lectures internationally on creativity, branding, and design leadership.

Jake Lefebure is the Co-Founder and CEO of Design Army, an internationally recognized creative agency known for building culturally resonant brands and immersive consumer experiences. With a deep passion for design and creative entrepreneurship, Jake leads the agency’s business development, strategic growth, and integrated production efforts, helping shape Design Army into a globally respected creative studio.

Working across hospitality, retail, tourism, arts and culture, sports, and consumer brands, Jake has guided campaigns and brand initiatives ranging from boutique experiences to large-scale international productions. His leadership bridges creative ambition with strategic business thinking, ensuring every project delivers both visual impact and meaningful audience connection.

Jake’s work has been recognized by leading industry organizations including The One Show, ADC, D&AD, AAF, Applied Arts, Communication Arts, and Print. Beyond Design Army, Jake regularly serves as a guest lecturer and design competition judge, supporting the next generation of creative talent. He holds a B.A. in Graphic Design from Penn State University and received the College of Arts and Architecture Alumni Achievement Award.

Sucha Becky is the Executive Creative Director at Design Army. Hailing from Thailand, she earned a distinguished B.F.A. in Communication and Graphic Design from King Mongkut’s Institute. Seeking further artistic training, she ventured to the United States and honed her skills in fine arts and design at the Corcoran College of Art + Design and School of Visual Arts in New York. Combining thoughtfulness with an edgy flair, Sucha possesses a unique ability to balance rawness and refinement. Her strength lies in conceptual thinking and design, which has resulted in a multitude of successful campaigns at Design Army. Motivated by a pursuit of excellence, she values not only the end results but also the journey to achieve them. As a design visionary and problem-solver at heart, Sucha leads and nurtures the best talents at Design Army, leveraging their skills to help clients reach their business objectives in unconventional ways. Her outstanding work has garnered recognition from esteemed organizations such as the Type Director’s Club, One Show, Society of Publication Designers, Communication Arts, Print, How, Coupe, AIGA, and the Art Directors Club.

Helosie Condroyer, a native French citizen, is a highly accomplished Creative Director at Design Army. With a background in both Paris and Washington DC, she has honed her skills as an Art Director working with renowned global advertising agencies like JWT Paris and DDB Paris. Her expertise extends to a wide range of international design and advertising campaigns, including prestigious luxury brands such as Rolex, Tudor, Mövenpick, Glenfiddich, Ritz Carlton, Hong Kong Ballet, and many more. Heloise’s exceptional talent has been recognized through numerous international design awards, including Applied Arts, Cannes Lions, One Show, Clio, LIA, Epica, Emmy, and others. Passionate about art and photography, she infuses her work with a unique perspective and creative flair. With her innate ability to push boundaries and deliver captivating ideas, Heloise consistently achieves excellence in her craft.

Mariela Hsu is a Creative Director at Design Army bringing a wealth of experience and a diverse cultural background to her work. With a graphic design education in Montreal, a UNESCO “City of Design,” and a professional history at renowned studios like Cossette, Sid Lee, and Circo de Bakuza, Mariela’s expertise is undeniable. Drawing from her Taiwanese heritage, Argentinian roots, and Montreal upbringing, Mariela infuses her work with a unique blend of French flair and Chinese refinement. She effortlessly merges European sensibilities with modern conceptual styling, creating captivating designs across various mediums. Mariela’s talent has earned her recognition from prestigious organizations such as the Type Directors Club, Society of Publication Designers, Communication Arts, Print, Applied Arts, AIGA, and more. With a focus on word choice, structure, readability, and eloquence, this revised version enhances the writing quality while staying true to the original meaning.