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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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.