Strategy is the
Art of Embracing
the Unknown

25A0 is unicode for black square and a holistic brand strategy shop at the intersection of research, art and business.

We create tangible business results for brands and organizations that are driven by curiosity, vision and impact.

Guiding Ideas

A confident brand is like a mosaic.

Its unity is strengthened by its diversity.

A smart brand is an interface for strategy.

It creates the space where emergent strategies and strategic mobilization converge.

A leading brand makes sense.

It produces meaning for employees, customers and stakeholders.


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

Case 003

Interface Critique

An interdisciplinary academic platform examining the cultural, social and aesthetic impact of technology and applications.

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From Insights to Impact


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 identity – internally, within the network and towards its clients.

Initial collaborative purpose mapping, results from the executive retreat
A cloud in the sky
Iterated cluster of the purpose mapping with cross references between mission and company culture set
A kind of lake


Starting with an executive off-site event and followed up with a company-wide strategy break, 25A0 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
Narrative, wireframes and structure for the new product website
Onboarding brochure for new hires, explaining company values, beliefs and purpose alongside practical tips and tricks
Key visual of the new purpose driven CI
Poster session from the company wide strategy break at an offsite location


Portfolio Restructuring

Based on the purpose alignment, 25A0 restructured the product and service portfolio and focused it around the core competencies and strengths of the company and its products.

Organizational Processes

25A0 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

25A0 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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