President of the Craft Drum Jury - Pum Lefebure


Pum Lefebure
Co-Founder and Chief Creative Officer, Design Army, USA

Pum is the co-founder and chief creative officer of Design Army in Washington, D.C., where she oversees all creative coming through the agency’s doors. An award-winning creative director and savvy business leader, Pum has developed numerous international campaigns for high-profile clients such as 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 expanded the agency’s client base while elevating its reputation as a trendsetter and establishing her own hallmark: a distinctive union of the artistic and the commercial. Skilled in the creation and implementation of corporate identity, branding, and conceptual design, she is known for her distinctive art direction. 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.

Pum was named one of Adweek’s Creative100; recognized as one of the top 50 People to Watch by Graphic Design USA; and designated a Rising Star by the Washington Business Journal’s Women Who Mean Business. She currently serves on the Board of Directors for The One Club in New York.


Craft Drum Jury President's message


“What is craft? It means something completely different to every creative, whether they’re a designer, filmmaker, or a type specialist. But what they all have in common is passion. That’s something tangible that you want to feel when you witness a great piece of art or hear a piece of incredible music for the first time. Not only can you appreciate the creativity and the vision, but you can see the careful execution in every tiny facet of the work.

We always hear that design is in the details, but that isn’t true—design IS the detail. It’s what makes good design great. It is all the more important as many artists now live in a world where AI can do almost anything a human can do. But craft? That’s the human element it cannot grasp.

For those reasons, I am incredibly excited to be the president of the Craft jury for the 2024 Golden Drum Awards, and I cannot wait to see the passion of these many fine artists.”


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