The Purpose-Driven Startup: Turning a Vision into a Movement with Sem Lee, Founder of OURI Labs
From interior and spatial design to impact-driven entrepreneurship, Sem Lee’s career has been anything but linear. As the Founder of OURI Labs, an urban research consultancy dedicated to creating healthier cities, she aims to bridge the gap between urban planning and public health—one evidence-based intervention at a time.
Sem Lee
A "Squiggly" Path to Purpose
Sem Lee’s career trajectory defies convention. After graduating with a degree in interior and spatial design from Chelsea College of Art (University of the Arts London), she initially veered away from the field, stepping into a communications role instead. Over eight years in the sector, she worked with blue-chip clients—including FTSE 100 companies—helping them craft sustainability and annual reports tied to the UN’s Sustainable Development Goals (SDGs) and ESG (Environmental, Social, and Governance) frameworks.
Yet, despite her expertise, something felt amiss. "I didn’t feel close enough to the impact," she admits. Much of her work revolved around real estate investment trusts, offering her a front-row seat to how capital flowed into urban development—but leaving her questioning whether she was truly making a difference.
The Pivot: From Corporate Comms to Healthy Cities
Determined to align her work with her values, Sem returned to academia, enrolling in a part-time master’s programme at UCL’s Bartlett School of Environment, Energy, and Resources. Her focus? Health, Wellbeing, and Sustainable Buildings.
The timing was serendipitous. Sem launched an independent research project exploring how people responded to confined living spaces as the pandemic forced the world into lockdown. "It was a time of heightened anxiety," she recalls. "Understanding what we truly needed in our environments was incredibly revealing."
This led to a pivotal contract with Connected Places Catapult, where she assessed the impact of SME place-based interventions on healthy ageing. "That was my first deep dive into impact evaluation," she says. "And I became obsessed—how do we measure what works? How do we turn data into action?"
Photo by Juan Segmenta from Pexels
OURI Labs: Research with a Mission
Driven by these questions, Sem founded OURI Labs— to tackle the pressing issues organisations face within the intersection of urban planning and public health. "The NHS spends roughly £1.4 billion annually dealing with health issues linked to poor housing alone," she explains. "Our mission is to help organisations navigate these challenges through research, evaluation, and participatory workshops."
One standout moment in her journey? Working with local authorities bringing together their urban planning and public health directorates to improve their collaborative capabilities. “It’s a huge privilege to be able to work with local authorities and with my external/independent facilitator hat on”. She admits “OURI Labs is looking to deliver these workshops to more local authorities in England so that health is fully integrated into their policymaking”
Challenging the Status Quo
What excites Sem most about her work? The people. "Everyone at OURI Labs questions the status quo," she says. "We push boundaries because complacency isn’t an option. If we want healthier, fairer cities, we have to challenge assumptions—even our own."
So far, OURI Labs has influenced policy through research for central and local governments. But for Sem, real change comes from "inner work"— the willingness of decision-makers to act boldly. "We’re planting seeds," she says. "The harder task is nurturing them into systemic shifts."
Advice for Aspiring Founders
Her message to would-be entrepreneurs? "Just do it."
"I never saw myself as ‘the entrepreneur type’—partly because of representation, partly societal pressure," she reflects. As a South Korean woman, she faced scepticism from her family about leaving stability behind. "But if it’s in your heart, you have to try. The scariest part is starting. The rejections sting, but the community you build along the way, makes it worth it."
The Power of Community
Programmes like Shape and Fluid have been instrumental in expanding her network. "Built By Us connects you with incredible people—mentors, peers, allies," she says. "That support is invaluable."
As OURI Labs grows, Sem remains focused on one goal: "A just transition to healthier cities—where everyone, regardless of background, has a home that supports their well-being."
Sem Lee’s story is a testament to the power of purpose, proving that the most impactful careers are rarely straight lines but rather purposeful detours.
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🌐 https://www.ouri-labs.com
📧 hello@ouri-labs.com
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