"That Assaf Yogev and Uri Romano have a grear sense of humour is evidenced by the name of their design studio. Explained Yogev: "Originally there were three of us - me, Uri and a third partner who lived in New York; and since none of us had any real experience with clients we used to joke that it would probably be a cheap deal for them. At first it was called 9.99, like the hard-sell signs at supermarkets and such-like. After Shelly (the third partner( had left, we kept the name because people were already familiar with it and we've gotten some good feedback about it. Later we switched to writing it nine99.""