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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Interface Critique


The current discourse on human computer interaction is driven be ergonomic and economic questions and ignores the cultural, historical, political and artistic dimensions of the interface. 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.

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.

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.

The platform runs an annual Open Access Journal with different editorial topics and a Book Series for longer single author positions, which are also both available as print on demand. The journal features academic articles, practitioner interviews and artistic works and expands the discourse on interfaces.

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