Flow Ninja takes a 20% strategic investment in StudioDirection

In the age of AI, creative is everything.

Today, Flow Ninja has invested in Direction Studio, taking a 20% strategic stake in one of the finest brand and product design studios in Europe. With it, we are opening the doors of New Web Group, a holding group of web-era companies built for what comes next.

For a long time now, I've been thinking about what the web will look like ten years from here now. In a world where anyone with a sentence can summon a homepage, the websites that matter will be the ones with a soul. The ones with taste, with craft, with a point of view, touched by people who cared.

So we invested in the people who care.

Vladimir, Borko, Kristina, and the entire Direction team are some of the sharpest creative minds I've ever had the pleasure of working alongside, and the privilege of partnering with them is not lost on me. Their work has set a standard in this part of the world for years, and their best chapters are still ahead.

New Web Group is built on a single conviction. The next decade of the web belongs to companies who marry deep strategy and engineering with deep creativity, and who have the patience to do both well. Pure code is becoming a commodity, but taste, brand, and craft are not.

Here is where most people get it wrong.

The conventional story is that AI will eat services. I think the opposite is true. Service providers who embrace AI are about to have the best decade of their careers.

We are entering the era of Services-as-Software, where the work that used to take a team of ten now takes a team of three with the right systems, and where the operators who own those systems will outcompete pure software companies in every category that demands taste, judgment, or a human relationship.

The category we play in does not have a clean name yet. We are neither pure agencies nor pure software. We are something in between, and that something is what is going to win.

We are building a New Web Group for that future.

At launch, the group is two.

• Flow Ninja, WebOps and Webflow Enterprise
• Direction Studio, brand and product design

There will be more, in time. If you’d like to join us, send me a message and I will be happy to chat.

To Vladimir, Borko, Kristina, and the whole Direction family, thank you for your trust. To our team at Flow Ninja, our clients, and our friends at Webflow and Flux Academy, this is for you. The web is being rewritten, sentence by sentence, and we intend to write some of the better ones.