Strategy is the Art
of Embracing
the Unknown

25A0 is unicode for black square and a strategy and research office at the intersection of culture, arts, technology, and design.

We conduct commissioned and self-initiated ventures, partnering with clients from the public and private sector.

Get in touch:


From Event to Experience


A leading international music festival evolves from an annual event series to a holistic media platform.

In close collaboration with Design Consultancy S-T-A-T-E, we provided the strategic framework for this quantum leap transformation.

The first strategic move: Moving from challenger to leader.
The second strategic move: making the vision and identity explicit.
The co-creative process: clustering purpose, mission, vision and values.


Co-creative workshops and one-on-one deep listening sessions with the whole team led us to a new definition of purpose, mission and vision of the umbrella brand and two sub-brands. The top-down approach was accompanied by a bottom-up onboarding to integrate the operative baseline into the high-level strategy.

While the extended brand book is intended only for internal use, we also produced a shorter version for external partners and stakeholders.
The brand book contains all longterm strategic frameworks such as a comprehensive brand architecture.
The touchpoint map structures all relevant media and traffic flows.


Along with a printed brand book, containing the long-term strategic framework, we produced dynamic hands-on guidelines for the operative level.

Brand Book

The brand book contains the strategic framework, explains purpose, mission and vision in detail, lays out the brand character and brand values, describes the most important persona, maps all relevant stakeholders and defines the complex brand architecture, encompassing the umbrella brand, sub brands, initiatives and external partners. It also outlines the long-term transformational vision.

Channel Strategy

Based on the brand strategy, we developed a detailed channel strategy to strengthen the brand and increase its reach, defining touchpoint maps, traffic flows, flywheel dynamics, platform synergies, campaign implications, content focus and editorial organization for each individual channel.

Communication Guidelines

Based on the brand values and character, we defined communication guidelines to streamline internal and external content production and processes on an operative level. We defined among many other aspects behavior for social media, general text structures for different formats, gender guidelines, how to write about music and people, as well as exemplary artist portraits and news posts.

related service