About

Hiya! My name is Will, and I started Hinoki Design as an indie software design house in 2024. I want more software that enhances the things I love doing in the real world rather than taking time away from them, so I'm making digital tools that don't glue you to your phone or computer. ​

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To crystallize the kind of work I want to do, I came up with this list of design principles for Hinoki:​

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1. Design for life

2. Design with texture

3. Feel is everything

4. Medium is secondary

5. Speed when there should be

6. Interaction over distraction

7. Joy beats perfect

8. Paper beats pixel

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Currently, I'm building an iOS app for your plants. You can follow me on Bluesky, or shoot me an email. If you can relate to what I'm going for here, I'd love to hear from you.