Strategy is the Art
of Embracing
the Unknown

25A0 is unicode for black square and a strategy and research office at the intersection of culture, arts, technology, and design.

We conduct commissioned and self-initiated ventures, partnering with clients from the public and private sector.

Get in touch:


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.

related service