Jake and Pum Lefebure and their graphic design firm Design Army are stirring up buzz and declaring war on the District’s uncreative image.
The husband-and-wife team behind the wildly successful graphic design firm Design Army has created something of a stir in the world of communication arts. Their self-proclaimed “no fluff ” shop’s distinctively clean and bold aesthetic (which Pum describes as “Swiss-Euro”) has made them the creative world’s version of the “It” couple. The result is an ever-growing and ever-varied list of clients and projects that reads like the design community’s version of the popular bored-at-the-bar “Kevin Bacon” game. “We have worked with so many clients over the years and have been exposed to so many new industries that it’s difficult not to make a connection back to us,” Pum says. “And being so connected has kept us on our toes.” The firm’s meteoric rise since it opened in 2003 has meant hiring new staff (now numbering 10) and a sleek new studio in a remodeled row house on trendy H Street NE. In the process, they haven’t lost their irreverent artistic sensibilities. Indeed, it seems to have pushed them to be even more creative. Case in point: their Facebook “Color Consumption” project where they come up with new names for colors. Recent discoveries include “viking,” “pancakes” and “swamp.” But it’s a much more forward-thinking, pie-in-the-sky project that has us enthralled. If Pum and Jake had it their way, they would give the District itself a whole new image. A Design Army revolution? We certainly hope so.