"It’s about the people, stupid”: 5 questions with Danni Mohammed
Creative Bloq
by Natalie Fear February 22, 2026
AI-Generated Deep Dive Summary
Danni Mohammed, founder and CEO of strategy studio GentleForces, emphasizes a human-led approach to branding that embraces friction and creativity over performative acts. Working with major clients like adidas and Jack Wolfskin, she challenges the notion that clients always come first, advocating instead for providing fresh perspectives rather than catering to every request. Her philosophy centers on discomfort as a tool for innovation, where tension and differing ideas lead to unique solutions. Mohammed highlights the importance of authenticity in creative processes, believing that genuine interactions and impactful work are what truly matter.
In her view, friction is not something to avoid but a catalyst for growth. By riffing instead of brainstorming, her team provokes challenges and avoids generic outcomes. This approach fosters a culture where ideas collide intentionally, leading to unexpected and innovative results. Mohammed also addresses the issue of performative behavior in creative settings, which she finds unproductive and inauthentic. She values how people treat others and the quality of their work over superficial impressions.
When it comes to AI, Mohammed acknowledges its growing role in design but cautions against overlooking ethical considerations. While AI offers significant benefits, she stresses the need for diverse perspectives and responsible development to ensure it serves humanity effectively. Her perspective underscores the importance of human agency in shaping technology’s future.
One of her key insights is the often-overlooked aspect of design: its purpose as a service to people. This human-centric approach reminds the industry to focus on meaningful connections and experiences rather than purely aesthetic or commercial goals. By prioritizing authenticity, creativity, and ethical considerations, Mohammed advocates for a more impactful and responsible creative process.
Her reflections on AI, pet peeves, and the importance of friction highlight the complexities of modern design. These ideas resonate with anyone seeking to create work that is not only innovative but also deeply meaningful and human-centered. By embracing discomfort and challenging conventions, designers can forge new paths that align with their values and the
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Originally published on Creative Bloq on 2/22/2026