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 Foresight

Deutsche Telekom AG

Europes biggest telco wanted to identify emerging trends at the intersection of art and technology. We conduct seminars, a podcast, and a publication exploring weak signals in art and tech.

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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 Narrative / Award Logic


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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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 strategic framework with a focus on employer branding.

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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:


Purpose Refinement

“Ultimately, purpose is the engine of long-term profitability.” – Larry Fink, March 2020.

„Leaders need to constantly assess how purpose can guide strategy, and they need to be willing to adjust or redefine this relationship as conditions change. That demands a new kind of sustained focus, but the advantages it can confer are legion.“ – Thomas W. Malnight, 2019.



You might want to launch a new phase of growth and align leadership and teams. Or you want to evolve your brand and sharpen your communication. You might want to tap into new markets and new audiences. Or you want to transform organizational structures and spur talent development.

Purpose helps you to define attitude, tone and personality, shaping communications and visual appearance. Purpose helps you to inspire new products and services. And purpose helps you to shape a community.

Purpose helps to achieve growth, initiate change and navigate rising complexity by bridging commercial and social interests. A purpose driven organization combines social impact with business outcome and creates a connection between workforce, brand and clients beyond services and products.


We extract the essence with immersive and co-creative visualizations and mappings to orchestrate individual and organizational purpose.

We host off-site events for small teams and bigger groups to provide a thinking space outside of the everyday work environment and to spur inspiration and imagination.

And we help you to translate and implement the findings from the strategic level down to the operative baseline: with integration workshops, strategy breaks, brand books, posters, roadmap development and briefings for internal and external stakeholders.