Strategy is the Art
of Embracing
the Unknown

25A0 is unicode for black square and a 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.


Civic Engagement

Agents of Transformation

Agents of Transformation is a platform for systemic changes through arts and design, connecting the next generation with decision makers in politics and industry.

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Digital Agency


STATE creates, transforms, and amplifies brands and institutions that make sense, delivering strategic and sustainable solutions to challenges in business, technology, and design.

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

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Electrical Engineering

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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Music Industry

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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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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Marketing Innovation

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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Human Computer Interaction

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:


Schneider Electric

Schneider Electric SE is a French multinational and Fortune 500 company providing digital energy and automation solutions for efficiency and sustainability. We redefine the playing field and reshape the value proposition for Schneider Electric in the employer branding DACH landscape.


SE faces several challenges in employer branding in the DACH region:

  • Aging Workforce

SE communication and profile must become more digital, more agile and younger.

  • Limited Labour Market

To significantly increase SE’s diversity, SE need to develop a convincing and credible emotional branding.

  • Increasing Competition

SE needs to strengthen brand visibility and awareness.

  • `The Big Resignation`

SE needs to find out what employees find meaningful and what gives sense to their work.


We competitively benchmark employer branding communication of direct and indirect competitors to position SE in the national brand environment. Based on that, we design a clear strategic movement and create alignment across the global board.

We create persona profiles, based on extensive in-house workshops and qualitative interviews, and reshape the central employer value proposition in order to attract younger and more diverse talents in the DACH region.

We map relevant candidate touchpoints to conceptualize the new digital talent hub and outline a seamless digital candidate experience that allows data-driven decision-making and the integration of dynamic campaign content.


SE applied our strategy to develop a credible emotional campaign putting purpose front and center. At the same time, they redesigned the digital candidate experience and aligned product, marketing, and external communications with the new employer branding strategy.