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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Interface Critique


The interdisciplinary academic platform hosts an international discourse that critically questions the cultural impact, conditions and contingencies of our technological environment, services and applications.

Interfaces – graphic, voice, touch – are omnipresent and the most dominant medium of the 21st century. But the paradigms that inform current design and product decisions are often based on outdated mechanistic and techno-progressive conceptions of the 20th century. Their impact on our culture and our world perception is profound and they foster deeply corrosive business models based on human attention and potentially endanger both social fabric and individual wellbeing.


Prophets talking about laws
Pre-iPhone Mobile Devices
A black monolith that you can only touch. Filmstill from Odyssee 2001 – A Space Odyssey, Stanley Kubrick, 1968
GUI for the object-oriented programming language ‘Smalltalk’ on the Xerox Alto workstation (ca. 1980)
El Lissitzky: “Proun N 89 (Kilmansvaria)”, 1925
Google Material Design, 2014
Olivetti Divisumma 18, 1972


To develop perspectives beyond current business models and service designs, different disciplines and approaches are brought together to broaden the discourse and create diversity.

Theoretical and artistic reflection extends the dialogue on social, political, aesthetic and philosophical implications – and paves the way for new approaches to design paradigms and business models.

Editorial for IC Vol.2 20019: Navigating the Human, on mobile and as PDF
IC vol. 2 Navigating the Human, 2019, arthistoricum Verlag Heidelberg
IC vol. 1 Beyond UX, 2018, arthistoricum Verlag Heidelberg
IC Website with all articles as Open Access and long-term-archiving
The initial book, documenting the conference, Interface Critique, Kadmos Verlag Berlin, 2016


Academic Platform

Since its foundation, the platform has become home to an international discourse that critically questions the conditions and contingencies of our technological environment from interdisciplinary perspectives and has been supported by numerous scientific institutions.

Open Access Journal and Publications

The platform runs an annual Open Access Journal, which is also available as print on demand. It features academic articles, practitioner interviews and artistic works and expands the discourse on interfaces.

Keynotes and Workshops

25A0 conducts keynotes and workshops in both academic and non-academic settings, providing insights into the cultural and historical vectors of interface design, its current implications and paradigms and how they affect our perception of the world and of each other.

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