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.

Read more

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.

Read more

Selected Cases



Franziska Latell


Franziska is a museum professional with entrepreneurial spirit, convinced that cultural heritage is an important building block for a healthy, democratic society, and it should therefore be organized as open accessible as possible.


Franziska is Head of Collections at Deutsche Kinemathek – Museum for Film and Television, Berlin, Germany; she has 15+ years experiences in digitization and preservation of archive and museum collections, in leading long-term projects in the field of data migration, in fundraising, in copyright issues in the cultural sector and in building and managing teams.

Prior to joining Deutsche Kinemathek, Latell worked in and for several cultural heritage institutions such as the Berlin Academy of the Arts, the Bauhaus Archive / Museum für Gestaltung (Berlin) and The Film Foundation (NYC).

She has received awards for her work, including her master’s thesis at the Berlin University of the Arts, where she is currently finishing her doctoral thesis on openness in the museum.