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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A german automaker converges the separate software divisions from its brand portfolio in a new companywide department in order to turn its core business around and shift from automotive manufacturer to a software driven company.

In close collaboration with Design Studio YUKIKO, we developed the strategic framework for the employer and OEM brand of this new division.

Leitmotif of the strategic approach
Clustering of Brand Values
Qualitative Benchmarking of Employer Brands in direct and indirect competition


Based on the overall group strategy, interim results from c-level workshops and in close dialogue with the brand team, we built an agile strategic framework that took the complexity and changing conditions of the surrounding corporate politics into account.


Minimum Viable Brand

We created working definitions before naming and structures have been fixed to hit the ground running once the board decision was made. We defined all relevant strategic pillars (purpose, brand values and brand character, corporate and organizational culture, vision and current strategic focus), referring narratives, communication guidelines and personae within an agile framework that allowed us to switch between a fundamental, an operative and a purpose-driven strategy.

Benchmarking and Guiding Stars

We conducted a qualitative competitive benchmarking of employer value propositions across the direct and indirect competition, analyzing channel, character and content. This led us to identify the sweet spot to position the brand character and tonality. We sketched guiding stars for organizational culture based on self-management, wholeness and purpose, with concrete applications for recruitment and onboarding, leadership style, time management and other fields of work.

Strategic Integration

We integrated the brand strategy into the department and overall group strategy, linking models and logics, developing storylines and structuring narratives to align and synchronize goals and visions across divisions and structures.