BANGKOK: Award-winning studio Design Army, based in Washington DC, has unveiled its identity for ADFEST 2016, which is inspired by the theme of next year’s festival, ‘Creative Intelligence’.

A new logo sits at the heart of Design Army’s design concept: its shape personifies the human brain, and represents the infrastructure base for our creativity. In illustrated concepts, the logo is surrounded by impossible shapes and eternal stairwells, which represent the information that swarms around us day after day; before embedding into our minds, changing, transforming and leaving as the start of an idea.

Pum Lefebure, Co-Founder and Chief Creative Officer of Design Army, says: “‘Creative Intelligence’ to me is the ability to connect the dots in the information overload we receive on a daily basis. It is the way you sort through masses of text and visuals to pick and choose what is important and authentic, and translate that into an idea.”

A tiny red ball appears in each design execution, tying the concept together and embodying the idea of ‘Creative Intelligence’ – the ball represents ideas moving throughout our brains.

Lefebure is an award-winning creative director and business leader who combines her artistic eye with an entrepreneurial edge. She believes good design is the cornerstone of good business. Originally from Thailand, she brings a global sensibility to American design and was recently named by Graphic Design USA as one of the top 50 People to Watch. She was also singled out as a Rising Star by the Washington Business Journal's Women Who Mean Business, and her work has won countless awards at shows including D&AD, One Show and AIGA.

Lefebure joined ADFEST 2015 as Jury President of the Design Lotus and Print Craft Lotus categories.

“I think what differentiates ADFEST from other advertising events is that it is a fun, creative celebration of our industry. To me its feels like an event for all of us creatives, I really loved my experience at ADFEST earlier this year and I am so proud this festival takes place in my homeland,” she says.

Design Army’s clients include Academy Awards, Adobe, GE, Disney, Bloomingdale's, Ritz Carlton, Washington Ballet, Neenah, Smithsonian and Lucas Film.

Founded in 1998 in Thailand, ADFEST is one of the world’s biggest annual advertising festivals celebrating and raising the standards of creativity. Entries to the ADFEST 2016 Lotus Awards – which includes the Design Lotus and Print Craft categories – are now open via
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