01 — Project details

GentleForces founder and CEO Danni Mohammed had a distinctive perspective on brands, creativity and the way agencies work. My role was to sharpen that thinking into a clear personal brand, then establish Danni as an emerging industry voice while raising the profile of GentleForces.

I developed a personal brand toolkit that identified Danni’s strongest narratives, media positioning and thought leadership themes. These included her ability to spot hidden patterns across culture and business, why creative friction produces better ideas and how GentleForces’ non-hierarchical model challenges conventional agency structures.

I then turned those ideas into a sustained PR campaign spanning interviews, opinion pieces, reactive commentary, podcast appearances, company news and project launches. The strategy positioned Danni as both a creative industry commentator and the leader behind an unconventional, forward-thinking business.

02 — Outcome

The campaign secured 21 pieces of coverage across national, business, creative, advertising and design media, including The Times, Creative Review, The Drum, Campaign, Design Week, Creative Boom and Creative Bloq.

Danni appeared in major profile interviews with Creative Review and Design Week, contributed to The Times’ coverage of changing workplace language and joined the Truth, Lies & Work podcast to discuss GentleForces’ radically simplified company structure.

The work also built wider recognition for GentleForces, generating coverage for its thinking, appointments and client projects, including the studio’s first campaign for Shinola featuring Nicholas Braun.