We build meaningful brands that move the world forward.
Born in 2020, GentleForces was founded by industry leaders Danni Mohammed and Stuart Harkness to make meaningful impact at scale.
Partnering with forward-thinking founders and progressive business leaders, we build meaningful brands that move the world forward.
Danni is a strategic business leader and driver of change. Holding leadership roles at acclaimed companies – across UK, US, Germany & Asia – including Adidas Originals, Wieden+Kennedy, Saatchi & Saatchi and WPP. She has transformed brands, led global change efforts and set up new practices from scratch. Most notably, Danni led the digital transformation of Adidas’ largest business unit and the global SK-II (P&G) Tokyo Olympics partnership. An invaluable partner to progressive founders and leaders, Danni’s power lies in her visionary approach; reimagining brands for the future and leading innovative solutions that move us forward.
Stuart is a creative leader and writer who has developed the tone of voice and storytelling for the world’s most successful brands. He ran Nike at Wieden+Kennedy, creating iconic campaigns such as the Cannes Film Grand Prix winning ‘Write The Future’. He helped build HONDAMENTALISM plus provided Facebook Founder Mark Zuckerberg with over a billion ‘Friends’. After living in both London and Portland, Oregon, Stuart then served as the co-ECD of 72andSunny Amsterdam, leading adidas, while also helping deliver global platforms for Samsung and Axe. Providing meaningful growth in high profile categories. Now turning his attention to making cultural impact for modern thinking brand partners alongside GentleForces.
What our partners say:
“GentleForces have been priceless partners in helping us to build our new brand.”
Simon Brown, Global General Manager
“The finest brand work my team has ever seen.”
Sam Sutaria, CEO
“This work is the catalyst that is already changing lives.”
Baroness Patricia Scotland, Secretary General
“They are mindfully working to improve the relationship between humans and nature.”
Dr. Kyla Orr, Co-founder & Director
“Their extensive expertise has been a great support in creating our strategy for meaningful community engagement.”
Diana Amini, Global Head of Community
“GentleForces look to find humanity and challenge the status quo.”
Samona Olanipekun, Writer & Director
We’re a nimble outfit from the worlds of strategy,
creativity, design, community, sustainability and innovation.
We have a modular offering. Six forces that build meaningful brands. Dive into one, mix and match or embrace the lot.
Define the vision and
discover how to get there
Why do you exist? Which direction are you heading in? Where do you need to go? Whether it’s building a new brand or transforming a current one, we put everything on the table and build a holistic vision to get there.
Create culturally impactful
storytelling and execution
How do you become relevant? How do you create meaningful change? We develop concepts that push you forward and storytelling that pulls you in. We bring ideas to life and make cultural impact at scale.
Craft brand identities and
design systems with meaning
How do you show up? What do you represent? How do you set yourself apart? We craft unique brand identities and design systems with meaning. We help you express your brand statically, in motion and spatially.
Build mutual value exchange
through authentic engagement
Where do you start? Do you build or do you champion? Who do you support? From grassroots to global, we help create mutual value exchange through authentic community engagement.
Deliver planet positive solutions
that inspire everyone to take part
Understanding where you are on the journey. Identifying what has to change. We develop planet positive solutions and use creativity to inspire everyone to take part. Progess is action.
Make unexpected leaps
to help push progress forward
How do you do things better? What’s never been done? What will make the difference? We develop impact propositions and progressive solutions. Taking unexpected leaps, we challenge the status quo to move the world forward.
Building a modern sports brand from scratch.
H&M wanted to enter sport. Building a brand from scratch, we reframed sport as movement so every body can take part. From democratising fashion to democratising sport. Championing ‘However You Move’ and setting a progressive new benchmark helping move the world.
Designing for movement.
How do you design branded sport apparel for an unbranded fashion label? Creating a unique brand identity with a ‘badge of sport’ called ‘MOVE’. A flexible design system applied across product, labels, hangtags, comms and retail.
Creating real community engagement.
We laid the foundations for a unified approach to community engagement for H&M Move. We put mutual value exchange at the heart of our community impact strategy, enabling H&M’s 70+ markets and regions to become real champions and supporters of their local movement-based communities.
Driving planet positive impact at scale.
A modern sports brand needs to be designed with the planet in mind. Developing a global planet impact strategy across their value chain. Taking it to the next level and collaborating with fitness-icon and climate activist, Jane Fonda, who helped lead the charge.
< H&M Move
No More >
Creating foundations for meaningful growth.
Defining the brand vision for a company in its next stage of growth. A foundational narrative, brand platform, and distinctive visual direction was created through the lens of transformation.
Telling stories that can transform the world.
Plant Pensions >
#JoinTheChorus to end domestic and sexual violence.
Understanding that collective action can help end domestic and sexual violence. A global-call-to-action and storytelling platform was created with 80+ volunteers. #JoinTheChorus was launched at the UN General Assembly and fronted by FKA twigs.
< No More
Paradise Futures >
Go to work protecting the planet.
The first ever pension for the planet.
Plant Pensions allow companies to invest in the future of the planet, on behalf of their employees, by contributing to the regeneration and conservation of the natural environment.
A GentleForces platform.
< Plant Pensions
An experimental space to explore new solutions.
Paradise Futures is our platform dedicated to exploring ideas for a better tomorrow. Through a range of mediums like interviews, films, concept creation, AI and storytelling, and across a variety of subject areas, we seek to capture thoughts, ideas and solutions that might make the world a brighter, more connected place to be.
In an already divided world do people really need to be stuck in a box based on age? Isn’t that a little old fashioned? Welcome to GenFree.
What is GentleForces?
GentleForces (aka GF) is a hardcore crew of top specialist talent who plug in upstream to brands and businesses. We’re your brand impact partner, bringing an outside-in perspective to your business. Working together to truly push things forward.
Do the people in the room disappear once we partner?
No, we are not fly-by-night magicians. The brains you meet are those you work with. Dedicated to your business. Not some unexpected switcheroo.
What level does GentleForces operate at?
Any level that has potential for progress. But the bigger the project, the more potential for wide-scale impact. Demonstrated with our founding partners who include H&M Move, building a modern sports brand from scratch over a two-year period in stealth mode. Plus launching a global domestic & sexual violence platform at the United Nations General Assembly for the NO MORE Foundation. We have a high caliber and trusted network, and are particular about who we work with. We go from 10 to 100 ‘Geoffs’ depending on the task.
Why do we call ourselves ‘Geoff’ when it was founded by a woman of colour?
Our founder, Danni, can speak really fast sometimes. Saying ‘GF’, Stu heard ‘Geoff’. So it stuck. We’re all ‘Geoffs’ at GentleForces. We refer to Geoff as running the show, someone we respect and that’s also each other.
Am I paying for fancy pants offices and a company jet?
You are only paying for razor sharp thinking versus massive overheads. Our London studio is next to a farm where you can meet goats if you like. More importantly, you will see and feel the fee in the work. Not unnecessary expenses. We also only travel when necessary and sustainably if we can.
Where is GentleForces based?
We have studio space in LDN, AMS, NYC. Which gives us a strong handle on the UK, Europe and USA. But also work closely with our Asia partners and set up home when there.
Will GF work on anything?
Not exactly. GF only works on projects that move the world forward. What do we mean by that? Projects that advance us all positively in some shape or form. Whether that’s society, communities, our planet or generally. We orient things in the right direction. We believe in partnering with founders and business leaders who want to progress the world somehow.
Is GF purpose-based?
GentleForces is values-based. We believe the brands and businesses of the future will be too or they won’t exist. Our approach is imbued with values. Why? Because otherwise there’s no point. Our six forces for building a meaningful brand are what we bring to the table, outlined on the site. We’re happy to discuss in person if you require further detail of course.
GF is small so is it cheap or free?
Do not equate size with fee. Trust us, or the ancient Roman philosopher, Lucius Annaeus Seneca who coined, ‘quality over quantity’. We are nimble but what you’re paying for is 20+ years of high caliber experience. Visionary thinking. Elevated creativity. And diverse perspectives. Competitively priced. But it won’t be complimentary. Though we very often get compliments on our output. Our currency is our culture and people, and what we do at GentleForces. We think you will agree too.
How can I join forces?
Want to join forces and push your brand forward?
Drop email@example.com a line.
Want to make an impact in your work?
Tell firstname.lastname@example.org about yourself.
For general enquiries: email@example.com
For new projects: firstname.lastname@example.org
For talent: email@example.com
Old Paradise Yard, London
Lokaal Lokaal, Amsterdam
34th Street, Brooklyn
These images are a mix of our different perspectives.
Site by Studio Harris Blondman