tangent is a design and invention studio and brand based in London, founded by Hideki Yoshimoto and Yoshinaka Ono in 2013. It uses the essence extracted from the nature and digital technology as the core of its creation. tangent is a winner of the first international Lexus Design Award.

Hideki Yoshimoto : Managing Director / Design Engineer
2008 BS in Aeronautics and Astronautics, University of Tokyo
2010 MS in Aeronautics and Astronautics, University of Tokyo
2010- PhD Candidate, Innovation Design Engineering, Royal College of Art
2013- Founder / Managing Director, tangent


Red Dot Design Concept : Best of the Best Award / :output Award : Winner

Laval Virtual Award : Shortlisted / AZ Award : Shortlisted

Information Technology Promotion Agency Japan : Super Creator Certification

Yoshinaka Ono : Art Director / Designer
2007 BA in Visual Communication Design, Musashino Art University
2007- Art Director, Dentsu Inc.
2013- Founder / Art Director, tangent:


NY ADC : Bronze, Winner / Spikes Asia : Gold / One Show Design : Winner

Adfest : Silver, Winner / Mainichi Advertising Design Award : Silver
Yomiuri Advertising Design Award : Winner / Uniqlo Creative Award : Top Selection