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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If you want to know more or request a case study, please get in touch:


What’s Going On?



Making sense of the world requires more than quantification. In an era of unpredictability, it is crucial to create strategic surprises and possibilities.

As generalists with a strong academic and journalistic background, we combine a broad range of qualitative and investigative approaches with a high sensitivity for culture and everyday life.


We strengthen the creative, intuitive and artistic takes on brand strategy.

trend exploration

How can we relate to the contemporary?

We install and maintain long term research platforms, providing valuable insights for economic, academic and creative endeavors. We conduct surveys, expert interviews, desk research and discourse analysis to validate value propositions and derive content and media strategies. All findings are documented and communicated via publication, podcast or video. For clients, and for ourselves.

artistic exposure

How can we foster inspiring conversations?

Exposure to art and artistic intelligence helps to think across and beyond boundaries and structures. In a world that is getting more complex than ever, erratic and artistic answers on essential issues become more and more promising. We operate a gallery space, host exhibitions and conduct exclusive events with moderated talks to connect likeminded people and organizations across arts, culture and business.

field trips

What’s happening out there?

We can’t explore the world from the comfort of our desk. That is why we take research to the streets with ethnographic field trips, inspiration journeys and joint cooperations with research institutes and universities. We conduct immersive and interdisciplinary research formats, generating insights into tectonics and atmospherics that shape culture at large.