Strategy is the
Art of Embracing
the Unknown

25A0 is unicode for black square and a management consultancy at the intersection of research, art and business.

We design strategic moves with tangible business results for clients that are driven by curiosity, vision and impact.

Guiding Ideas

Innovation requires Continuity.

Transformation and change do not happen over night.

That is why we don’t work against time.

Apathy enables Tyranny.

Not deciding is the worst decision.

That is why we support and inform decision making processes.

Simple is not easy.

Information overload is difficult to tackle.

That is why we structure complexity to say it simple.


Explore What’s Going On?

Making sense of the world requires more than quantification.

We combine a broad range of qualitative and investigative approaches with a high sensitivity for culture and everyday life.

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Create And What’s Next?

Ideas aren’t worth much without execution.

We bridge the gap between strategic oversight and operative baseline hands-on – with design, production, development and implementation.

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Selected Cases



From Agency Model to SaaS Business


A global marketing innovation consultancy that had recently moved into SaaS vendorship was acquired by an international agency network and intended to sharpen and reformulate its brand identity and service portfolio – internally, within the network and towards its clients.

Initial collaborative purpose mapping, results from the executive retreat
Poster session from the company wide strategy break at an offsite location
Iterated cluster of the purpose mapping with cross references between mission and company culture set


Starting with an executive off-site event and followed up with a company-wide strategy break, we developed a shared purpose, refined the existing vision, and formulated mission statements and beliefs – with wide reaching impact across all parts of the organization.

The purpose driven new CI on website, mobile and poster
Onboarding brochure for new hires, explaining company values, beliefs and purpose alongside practical tips and tricks
Narrative, wireframes and structure for the new product website
Key visual of the new purpose driven CI


Portfolio Restructuring

Based on the purpose alignment, we restructured the product and service portfolio and focused it around the core competencies and strengths of the company and its products.

Organizational Processes

We guided the production of a brochure for new hires, defined on-boarding processes and conceptualized new vertical structures across different teams to share and foster expertise and talent development.

Brand Identity

We directed the concept, design and production of new visual guidelines and corporate narratives, including the relaunch and content production of company and product websites.

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