An army of design thinkers

Pum Lefebure is the co-founder and Chief Creative Officer of Design Army. An award-winning creative director and savvy business leader, Pum has developed numerous international campaigns for high-profile clients such as the Adobe, MORPHE, 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, 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. 

Jake Lefebure is the co-founding partner and CEO of Design Army. With a profound passion for design, Jake spearheads new business development and nurtures creative growth for all clients. From local boutiques to international productions, Jake’s design expertise breathes life into clients’ visions. Jake’s remarkable work has garnered numerous accolades and garnered widespread acclaim. His designs have been showcased in prestigious publications such as Communication Arts, Graphis, HOW, Print, Step, Novum, Coupe, and Art4D. In 2009, Graphic Design USA named him one of the top “50 People to Watch.”

Beyond his role at Design Army, Jake often serves as a design competition judge and guest lecturer at design events and universities, inspiring the next generation of designers. With a successful career built on passion, talent, and innovation, Jake Lefebure continues to push the boundaries of design, leaving an indelible mark on the industry. Jake graduated with a B.A. in Graphic Design from Penn State University, and is the recipient of the 2009 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.

Ann Vogel is the Managing Director of Strategy and Experience at Design Army. Her broad experience spans strategic planning, brand marketing, human-centered design, and user research/experience. She excels at developing concept-to-execution strategies, launching global omnichannel campaigns, and leading digital transformation and modernization efforts. Over the span of her 15+ year career, Ann has partnered with industry leaders across retail, fashion, luxury, and technology. She rejoins Design Army after a five-year tenure at Accenture, where she was a pivotal member of the Experience Executive team, overseeing a portfolio of diamond accounts. She holds a Master’s Degree in Design Methods from IIT Institute of Design.

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.