Strategy is the Art
of Embracing
the Unknown

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

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


Strategic Narrative / Award Mechanism


POLYTON is a new platform and music award to highlight the social impact of pop music. We create the strategic narrative and the participatory award mechanism.

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Brand Strategy / Portfolio Integration


Carlsberg acquired the German beer brand Wernesgrüner. We help to maintain the brand’s local authenticity while preventing brand cannibalization within the existing portfolio.

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Brand Strategy / Organizational Development

Schmitt + Sohn

Schmitt + Sohn, a family owned enterprise in its 6th generation, needs to update its brand. We develop the strategic framework and install a new department.

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Strategic Foresight

Deutsche Telekom AG

Europes biggest telecommunications provider wanted to identify emerging trends at the intersection of art and technology. We conducted seminars, a podcast, and a publication exploring weak signals in art and tech.

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Systemic Change

Agents of Transformation

AOT bridges the gap between the next generation in arts and design and European policy making. We connect students with high-level decision-makers in politics and industry.

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Brand Strategy


The biggest automaker in the world converges the separate software divisions from its brand portfolio in a new companywide department. We develop the brand strategy.

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Employer Branding Strategy

Schneider Electric

Schneider Electric reshapes its employer value proposition in the DACH region. We provide the strategic direction and create alignment across the board.

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Organizational Transformation

Reeperbahn Festival

The leading international music festival evolves from an annual event series to a holistic music platform. We develop and implement the strategic framework for this transformation.

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Growth Strategy


A young online publisher with an industry-leading business model faced challenges in user acquisition and retention. We developed a purpose-driven loyalty strategy that led to sustainable growth.

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Brand Strategy

TD Reply

A marketing innovation consultancy transforms its business model and service portfolio. We develop a purpose-driven new brand identity and restructure their service offerings.

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Interface Critique

Interface Critique is an academic platform, that facilitates trans-disciplinary dialogues about human-computer interaction.

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If you want to know more or request a case study, please get in touch:


TD Reply


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.