Y/DIRECTION: Bilingual Agency Platform
Y/DIRECTION launched as a Cairo-born creative and strategy agency positioning itself as "the questioning agency" — a promise a conventional agency website would immediately undercut. It needed a site that demonstrated the thesis rather than asserting it: Arabic and English carried as equals with genuine RTL rather than a mirrored translation, a deliberately small page count instead of the twenty-page agency convention, and enough editorial craft to survive prospects who judge a partner in under a minute.
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