What are we actually agreeing to?

“We” is Y/DIRECTION, the creative and strategy practice operating from Cairo as part of Da’er Al-A’mal. “You” is anyone visiting ydirection.co. By using the site you accept these terms; if you don’t, the honest move is to stop here.

These terms apply to the website alone. The moment we start working together, a separate proposal or engagement agreement takes over — and where that signed agreement says something different, it wins. This page never quietly rewrites a contract you’ve signed.

The site exists to show how we think and to start a conversation. Nothing on it is a binding offer, a fixed price, or a promise of a particular outcome. Engagement formats and the figures around them are illustrative — the real shape of any project is agreed in writing, with you, before anything begins.

Booking a discovery call through Start is an invitation to talk. It doesn’t commit either of us to anything beyond the conversation.

You’re welcome to read the site, quote it with attribution, and link to it. In return, please don’t:

• Copy the site wholesale, scrape it at scale, or pass our writing off as your own.
• Probe, disrupt, or try to breach the security of the site or anything connected to it.
• Submit anything through the form that is unlawful, deceptive, or not yours to send.
• Use the site, or anything on it, for any unlawful purpose.

If something you do puts the site or other visitors at risk, we may limit or refuse access.

The text, design, layout, Field Notes, and the hand-cut walking figure are owned by Y/DIRECTION and Da’er Al-A’mal, or used with permission. The figure in particular is our mark — please don’t reproduce, redraw, recolour, or build a logo from it.

You may share short quotes and link freely, with credit. Anything beyond that — republishing a piece in full, commercial reuse, adapting the figure or the wordmark — needs our written permission first. Ask; we’re reasonable.

When you send a brief through the form, you confirm it’s yours to share and that we may read it and reply. Tell us the messy version — but only what you’re comfortable sending before any agreement is in place.

We treat what you send with care, but a website form isn’t a vault: until we’ve signed a mutual NDA or an engagement agreement, please don’t assume a submission is confidential. How we handle personal data — and how long we keep it — is set out in our Privacy notice.

Field Notes are our point of view, offered in good faith. They’re thinking out loud, not professional, legal, or financial advice — decisions you make from them are your own.

Where we link to other sites, it’s because they’re useful, not because we vouch for them. We don’t control those sites and aren’t responsible for what they say or do.

We work to keep the site accurate, current, and available, but we can’t promise it’s free of errors or never offline. The site is provided “as is.” We may update, pause, or remove content and features without notice as the practice evolves.

To the fullest extent the law allows, Y/DIRECTION isn’t liable for any loss arising from your use of — or inability to use — this website, or from reliance on anything published here. Nothing in these terms limits liability that can’t lawfully be limited.

This is worth saying plainly: the terms of any actual work — scope, fees, ownership of deliverables, confidentiality, timelines — live in the proposal and engagement agreement we sign with you, not on this page. Those documents govern the relationship. If anything here ever conflicts with what we’ve signed, the signed agreement controls.

These terms are governed by the laws of the Arab Republic of Egypt, and the courts of Cairo have jurisdiction over any dispute about them — without prejudice to any mandatory rights you have under the law where you live.

We may revise these terms as the site and the practice change. When we do, we update the date at the top of the page — that line is the version. Continuing to use the site after a change means you accept the current terms.