About Us

We help people think about themselves and the world they live in, equipping and empowering them to develop the skills to build their own better futures.

Who We Are

We’re a purpose-led strategic discovery, design and development lab with a mission to improve the world in which we live. We combine evidence-informed design, behavioural insight and positive psychology with engaging technologies to craft solutions and interventions that change culture or behaviour.

Our multidisciplinary team works with partners, clients, and collaborators to develop new methods for system change. This means we unashamedly beg, steal and borrow from the latest thinking to ensure every project delivers the most significant impact.

What We Do

Discovery & Insight
We search for a profound understanding of the experiences and perceptions of those we work with. A search that requires real-world research to uncover unique knowledge or prototype and refine new ways of thinking.
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Engagement & Co-design
We design developmental interventions around people. Our approach begins and ends with those we help to change, based upon collaborative, strategic experiments to learn what they need to navigate their situations.
Implementation & Delivery
We recognise the need to be strategic about innovation and design to create new ideas and knowledge, but we also understand how this alone does not guarantee success. We use the principles of system thinking, and our work in, on and through those systems influences them to produce better outcomes for those directly involved and society more widely.
Impact & Evaluation
We utilise an approach that’s typical of a fieldwork laboratory. It’s dynamic, iterative, and continually seeks to learn. This process demands robust testing protocols to capture actionable insights that partners, clients and collaborators can use, act upon and evidence impact.

Why Us?

We’re happy to get involved at any stage of the process, consulting on research, intervention design or implementation. However, we love to do it all, using our tried and tested methodology to ensure that — from conception right through to delivery — every project achieves its maximum potential.

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The Team

Mark Ashfield

Founder & CEO

I am driven by a deep commitment to building mission-led projects that shape a better society for all. Leading a diverse and dynamic multidisciplinary team, my vision is to address societal challenges head-on using innovative business models and cutting-edge technologies so that, together, we can design transformative interventions to create a brighter future for young people, our communities and society.

Joanna Broughton

School Engagement and Practitioner Relations

I play a critical role in recruiting and engaging schools and supporting practitioners to use our programmes and resources effectively. I strive to expand our reach to more schools and young people, driving our mission of positive impact to empower the next generation.

Jo Heywood

Executive Assistant and Operational Lead

I support the senior team and drive the progress of live projects. I use an agile approach to ensure projects move forward seamlessly while maintaining an operational focus that brings ideas to life. Championing Lime’s mission, I drive efficiencies, remove barriers, and uphold our values, empowering positive change.

David Blake

Content Creation

I showcase our impactful work by crafting compelling storytelling and high-quality content, experimenting with cutting-edge technologies to enhance our existing materials. I produce engaging materials to evidence how our programmes have delivered successful outcomes and develop training resources to support practitioners to get the most out of our programmes.

Tenneza Lopes

Project Coordination

I provide essential operational support to schools and our other project partners, ensuring the smooth implementation of our behaviour change programmes. I assist colleagues in organising successful meetings and data presentations, supporting them in showcasing the impact of our work. I embrace continuous learning to further our shared mission of driving positive change in individuals and communities.

David Singleton

Chairman

I provide leadership and strategic guidance to ensure we can continue to scale the impact of our work. This means supporting the executive team in shaping Lime’s future by promoting growth while ensuring alignment with our mission, goals and values and, ultimately, empowering young people and communities, creating a brighter and more purposeful future.

Carolyn Chapman-Lees

Impact Development Lead

I work closely with the director team, spearheading Lime’s growth and expansion and driving our mission to impact more individuals and communities positively. This endeavour requires me to develop new client relationships and scale up our behaviour change programmes to create a lasting positive influence on society.