8 DESIGN ARMY
“Part of being a designer is finding solutions,” says
Pum Lefebure, a founding partner of Design Army,
a small but potent design firm based in Washington,
D.C. For the Human Rights Campaign (HRC) 2005
annual report, commemorating the 25th anniversary
of America’s largest civil rights organization, Design
Army’s problem-solving skills were put to the test.
Restricted to 32 pages—16 of them reserved for donor listings—
and a limited budget, Design Army’s solution was simple but ingenious:
“We reduced the page size to make the report thicker, to
show that HRC had accomplished a lot in 25 years.” To inject some
excitement into the bold but basic colors of the blue and yellow
HRC logo, the Design Army team looked to fashion, as they often
do, for the aqua-and-tan, red-and-brown color palette. Lefebure
and her associates have also worked with HRC on its 2003 and
2006 annual reports, and on the brand campaign for its National
Coming Out Project. It’s proof of Design Army’s prowess. “Clients
of ours stay,” Lefebure confirms. “They don’t go anywhere
else.” by Jennifer S. Li
Design Army
ART DIRECTOR: Pum Lefebure
DESIGNERS: Pum Lefebure, Design Army
CLIENT: Human Rights Campaign
CONTACT: www.designarmy.com
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