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 Foresight

Deutsche Telekom AG

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

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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 Narrative / Award Logic


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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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 strategic framework with a focus on employer branding.

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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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Schmitt + Sohn

Schmitt + Sohn, a sixth-generation family-owned enterprise known for manufacturing and maintaining high-quality elevators across Europe, sought to modernize its brand to reflect the digital age. The goal was to update the company’s logo and corporate design, develop a strategic framework based on qualitative target group research, and establish a new internal communications department.

Touring the premises with the family
Detailed channel strategy


Balancing Heritage and Modernity
Updating the brand’s visual identity to embrace digital opportunities while preserving its rich legacy.

Strategic Framework Development
Creating a clear and concise content and channel strategy that resonates with contemporary digital communication standards.

Internal Communication Overhaul
Establishing and staffing a new internal communications department to facilitate the digital transformation.

Target Audience Understanding
Conducting qualitative target group research to inform persona development and strategic decisions.


Logo and Corporate Design Update
The first step was to refresh the logo and corporate design. This involved a careful blend of modern digital aesthetics with elements that honor the company’s storied past, ensuring the new look appeals to both traditional and contemporary audiences.

Strategic Framework Development

  • Qualitative Target Group Research: Conducted in-depth research to understand the needs, preferences, and behaviors of Schmitt + Sohn’s target audience. This research informed the development of detailed personas, representing different segments of the customer base.
  • Content Strategy: Developed a content strategy that outlined the type of content to be created, focusing on engaging and informative material that highlights the company’s expertise and heritage while appealing to a modern audience.
  • Channel Strategy: Identified the most effective digital channels for reaching target audiences, including social media, email marketing, and the company’s website. This strategy ensured consistent and targeted communication across all platforms.

Internal Communications Department Implementation

  • Organizational Development: Designed the structure of the new internal communications department, outlining roles and responsibilities.
  • Staffing: Recruited skilled professionals with expertise in digital communication to staff the department. Training programs were also implemented to ensure the team was well-versed in the latest digital communication tools and strategies.


Strategic Framework

  • Persona Development: Detailed personas helped tailor content and messaging to meet the specific needs and preferences of different audience segments.
  • Content and Channel Strategy: The new content and channel strategy ensured that Schmitt + Sohn’s digital communications were engaging, relevant, and consistent across all platforms.

Internal Communications Department

The new department facilitated effective internal and external communication, enhancing the company’s ability to engage with its audience in the digital realm. This included regular updates, social media engagement, and enhanced recruitment activities.


The digital transformation of Schmitt + Sohn resulted in a revitalized brand that remains true to its legacy while embracing the opportunities of the digital age. The new logo and corporate design received positive feedback from both long-standing and new customers. The strategic framework, supported by thorough target group research, ensured that the company’s communications were effective and resonated with the audience. The establishment of a dedicated internal communications department enhanced the company’s ability to maintain strong, consistent communication both internally and externally. This comprehensive approach positioned Schmitt + Sohn for continued success in the digital era.

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