Strategy is the
Art of Embracing
the Unknown

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

We create tangible business results for brands and organizations that are driven by curiosity, vision and impact.

Guiding Ideas

A confident brand is like a mosaic.

Its unity is strengthened by its diversity.

A smart brand is an interface for strategy.

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

A leading brand makes sense.

It produces meaning for employees, customers and stakeholders.


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

Case 003

Interface Critique

An interdisciplinary academic platform examining the cultural, social and aesthetic impact of technology and applications.

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Deep Listening

Zoom last supper. Seen on twitter in April 2020.


It is not necessarily the loudest voice that provides the most important input. With our intimate remote deep dives we guarantee that also the soft voices are heard and that their insights receive the attention they deserve.

Soft voices often remain unheard in corporate settings. But their input is crucial: They provide the weak signals that are often the herald of transformation. Listening to the soft voices Our tools help your organization to embrace the power of diversity to create a shared vision. We ask the right questions to uncover hidden motivations and implicit knowledge, leveraging the strategic potential from everyone – including the soft voices.

We conduct intimate and remote deep dives into the personal and organizational insights and motivations to bridge the gap between strategic oversight and operative baseline. Depending on your specific focus we develop and curate strategic insights for brand purpose, communication, visual appearance, product features and service portfolios, organizational structures and overall company culture.


minimal invasive deep dives

We conduct intimately moderated individual deep dives and collaborative group sessions.

The remote format requires only 30 min. of the participants time for each session with long time spans in between.

The analysis goes way deeper than common time-boxed workshop formats.

We provide thought starters, small exercises and edited interim results in between sessions, so that everyone is prepared and stays on track.