Gemma Jones


School of Critical Design/Common Strategies

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Gemma is a researcher, contextualiser, and navigator of cultural change. She works on strategic insight challenges spanning big-picture perspectives to the subtle nuances that shape impactful strategies and meaningful design. She’s fascinated by the relationships we have with our bodies, places, and communities, and how these endure and evolve.

At the core is the principle that culture and context shape everything. She’s worked with global organizations including Nike, Microsoft, Discord, WhatsApp and IHG as well as start-ups, non-profits, and community organizations. Through the School of Critical Design, Gemma curates community events and teaches courses for professionals and students on emerging methods for design and businesses.