Strategy is the
Art of Embracing
the Unknown

25A0 is unicode for black square and a brand strategy boutique at the intersection of research, art and business.

We design strategic moves with tangible business results for clients that are driven by curiosity, vision and impact.

Guiding Ideas

A leading brand makes sense.

It produces meaning for employees, customers and stakeholders.

A confident brand is like a mosaic.

Its unity is strengthened by its diversity.

A smart brand is an interface for corporate strategy.

It creates the space where emergent strategies and strategic mobilization converge.


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



The Next Journalism


A young online publisher with an industry leading business model was looking to take its magazine to the next level.

After establishing the magazine successfully and sustainably in the national media landscape, it also faced challenges regarding its user acquisition process due to algorithmic adjustments in social media feeds.

Iterated purpose map with annotations
Three course network dinner with the client at Galeria Santa Lucia
Initial collaborative purpose mapping results
Offsite workshop for the whole editorial team at Galeria Santa Lucia


We conducted an offsite purpose workshop with the whole editorial team and additional staff to sharpen the identity and narrative of the magazine, to uncover potential to reach a broader audience and to explore new user acquisition approaches.

Poster with new purpose, mission, vision and values as well as resulting projects for editorial, product and design
Documentation of the purpose-driven communication strategy in form of a brochure with detailed roadmaps and project descriptions.
Summaries of the new purpose, mission, vision and values



Based on the refined purpose, we identified numerous editorial measures to convey the new narrative to the existing and new readership, including introspective content pieces, deeper and more visible reader integration and a dedicated community management to connect the magazine with a broader cultural fabric.


We developed concrete measures for a loyalty strategy to foster viral effects, laying out the steps and milestones for a customer referral program and integrating already existing communicative measures and events under a shared perspective to enhance the word of mouth amongst the highly loyal readership.


We laid out the roadmap for a rebranding, including brand character, landing page redesign, visual guidelines for editorial images, and the integration of offline activities.

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