Nookshop
Events and commerce for care-scale businesses: the makers, growers and hosts who sell what they make and gather the people who buy it. One place to sell products and limited runs, and to run the events around them.
Feral
Feral is an AI and digital product studio creating smart tools that give people the time to care, and the power to do more.
Studio
We build for place: tools that keep local businesses, services and communities running on their own terms.
Our products
Nookshop
Events and commerce for care-scale businesses · 2026
Umami
A public, voice-first journal · 2026
Juno
A proactive AI accountability coach · 2026
Bikestack
A logbook for your bikes and their parts · 2026
Umami
A public, voice-first journal. You record a short spoken note answering the day's prompt, drop it into a themed channel like gratitude, growth, or wonder, and it plays back over a soft music bed alongside everyone else's — daily reflection you speak instead of write, like leaving a voicemail for anyone who wants to listen. Notes can be exported into beautiful videos for social.
Juno
A proactive AI accountability coach you talk to through messages and voice, on a mission to connect people with themselves and prepare them to think with agility in a dramatically changing world. It builds you a dashboard that surfaces the patterns holding you back alongside your strengths, and sends a daily briefing with your priorities for growth and a personal letter celebrating your wins. Built with Liz Tran, executive coach to founders and CEOs and author of AQ, whose Agility Quotient framework shapes how Juno understands each person.
Bikestack
A web app for cyclists to track bikes, components, and maintenance — logging service history and part wear, with ride and mileage sync from Strava. Public build pages let you show off a bike or sell parts.
With partners
A bilingual community mapping platform co-created with Cambridge, Cardiff and Wrexham Universities and funded by the AHRC. It helps communities co-create open data maps to reveal local need and shape better futures. We build and run its communications website, and build tools that help its large, distributed team contribute.
An all-terrain cycling community in South Wales that rides together each month to bring people closer to the land. We designed and built the website, a home for its events and ride stories.
- A storytelling map. Each ride story keeps a map beside the text that moves to each place as you read about it.
- Points of interest are added once and reused across stories, then gathered on one map you can filter by type, from hill forts to waterfalls to places to eat.
- Every route comes with its distance, climbing and a GPX file, so you can ride it yourself.
- Events with RSVPs, and the next ride running across the top of the home page.
Steward 2022
An NFT project: a web3 collective using digital art to support environmental groups and BIPOC artists. We built the website.
A Brooklyn art commerce startup supporting underprivileged artists and community projects through limited drops. We built the website and shop.
MØRNING 2021
A creative strategy studio in London that uses strategy, creative direction and a finger on the pulse of culture to challenge brands to be better. We built its original website, with a generative, glitching wordmark.
More
EVERYMASK 2020
A no-sew, reusable face mask designed during COVID-19 to be made from household materials. Covered by designboom and Adafruit, and included in the RCA’s A Design History of the COVID-19 Virus. Nose piece files on Thingiverse.
America, Let’s Do Lunch 2016
A volunteer drive for a national meal-delivery charity. A map-based sign-up form matched each volunteer with their nearest local chapter, starting from their zip code. Video
Tweetable Piñata Machine 2015
A tweet-triggered bat on a servo arm that brought a live event to people who couldn’t be there. Featured on Hackaday.
Arduino Gameshow Host 2015
An Arduino-based buzzer and scoring system for a fast-paced weekly pitching contest. Featured on Hackaday.
Raspberry Pi Photobooth 2015
A photobooth you control from your own phone: scan a QR code, take the shot and review it on screen. Featured on Hackaday and PetaPixel.
Sentimeter 2013
A physical device that collected how staff were feeling, built inside an agency. Video
Taskbot 2012
A desk device that trains focus in short work bursts that grow as you succeed and shrink when you don’t. Featured on Develop3D.
Writing
I Never Finished Anything How Teaching People to Grow Food Will Change the World Feral Garden 1: Gathering Materials and Planning
More writing
Composting: Participating in Natural Systems Still Rewilding — an Update Rewilding for Happiness A Rewilding Journey: Soil is Where it Starts A Rewilding Journey: Meat is Murder? A Rewilding Journey: Breaking Away A Rewilding Journey: Workable Land A Rewilding Journey: From City to Country
System Struggle Model
Habits + Focus
Freed by Constraints
Maker to Artist
Bio
Feral is led by Roo Williams, a designer, maker and builder working at the intersection of software, craft and ideas. Roo studied product design at Central Saint Martins and prototyped new products at Twitter in New York before returning to South Wales. The work now sits where technology, systems and community meet: smart tools that help local services, community organisations, and small food and farming businesses stay rooted in their place and become more resilient. Interested in anything that blurs the line between digital, physical, and the more than human world.
Contact
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