Common Strategies is led by me, Gemma Jones.  Interdisciplinary researcher, contextualiser and navigator of cultural change.   

My work spans big picture perspectives on categories and markets through to identifying the subtle nuances of design and communication that elevate strategies and executions. At the core is always the principle that culture and context shapes everything. 

I have 15 + years of industry experience working with global brands and organisations including Nike, Microsoft, Discord, WhatsApp, IHG, Coty and Google as well as small start-ups, nonprofits and community organisations.   

I started my career at renowned semiotics consultancy, Space Doctors and went on to lead the Insight team at creative strategy agency, Protein.  

In 2019 I co-founded the School of Critical Design, an experimental design school dedicated to the application of emerging methods to innovation, research, design and strategy.

Common Strategies represents a way of working that allows me to remain ‘indie’ while collaborating with practitioners who expand thinking and bring strategic insights to life in pragmatic and experimental ways.  I assemble amazing teams around specific client briefs and creative projects.

Let’s talk about what we can do together.