"Rouya" is an Arabic homophone. It's a forward vision, but also a dream vision. Conceiving this project meant both things for us, and we carry that energy and force with us throughout our work. What we do at Rouya is multi-faceted and interdisciplinary. With a local team of writers, media specialists, PR strategists, curatorial, marketing and business consultants, Rouya is a one-stop shop that provides the kind of contextualised knowledge and service that businesses, cultural producers and organisations can benefit from in reaching the public. Whether you are someone with a business idea waiting to take off, or a cultural worker wanting to connect with the community on a deeper, more authentic level, we have the professional know-how within a local and international mindset, combined with an appreciation for the Arabic language and culture as a primary influence in how meaningful work can be produced. Collectively, we speak Arabic, English, Urdu, and Hindi. As a team, we are a melange of identities and experiences - mostly homegrown with a global twist - and we believe that this rootedness is what makes our work necessary and valuable. We consider what we do a contribution towards a growing body of critical thinking and production that moves beyond the binary of old-school bureaucracy vs imported modernity.