www.designarmy.com
No, they don’t design for the Army, as many ask the D.C.-based firm. But Design Army chose its name to have a similar effect. “We wanted it to sound big, organized, well-trained, and catchy,” says founder Pum Lefebure. “We wanted design in the name because that’s what we do, but our studio is also about the people—the army.” They bought the url first and built their company around it, creating a no-nonsense identity that resonates with their local political clients.

Information on the site is divided into two categories: “Design” and “Army.” Design carries the work, with a specific section for the many invitation projects expected in this fundraiser-filled town. Army talks shop, including extensive personalized bios. Slow fades and soft animation load pages with smooth purpose. Copy is succinct like a sergeant’s wisdom—“It’s better to be sorry than safe.” The red-starred icons on the home page change for every visit, making the site appear fresh.

The integral red star eventually became Design Army’s logo as well, which has had an odd effect on their neighbors, says Lefebure. “We stuck a flag out there and now people think we’re a Communist think tank.”
Alissa Walker

Design Army
CREATIVE DIRECTOR: Jake Lefebure
ART DIRECTOR: Pum Lefebure
DESIGNERS: Dan Adler, Tim Madle
COPYWRITERS: Stephen Smith, Jake Lefebure, Dan Adler
PHOTOGRAPHER: John Consoli
CONTACT: www.designarmy.com