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 Right, What’s Wrong?



Leadership today requires empathy and shared visions. But the ideas that drive individuals and organizations often remain unexpressed.

We help you to align individual and organizational purpose, enabling brands and organizations to render their progress meaningful for everyone by curating strategy from within the organization.


We initiate and moderate collaborative and co-creative processes to align on a shared strategic vision and to leverage the strategic potential from within the organization.

deep listening

How can we listen to the soft voices?

Soft voices often remain unheard in corporate settings, especially in times of change or rapid transformation. But their input is crucial: They provide the weak signals that are often the herald of transformation.

Our tools help your organization to embrace the power of diversity and 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.


collaborative mapping

How can we navigate complexity together?

Visualizations help us to extend our minds and share our visions. A shared cognitive space grants everyone instant access to the same shared information and enables all to navigate complexity together.

We conduct workshops and remote deep dives with collaborative mappings that go beyond post-its and flipcharts. Everyone can view, participate and comment on the mappings and all results are constantly documented, structured and edited from session to session.


Learn more about collaborative mapping

purpose refinement

How can we render progress meaningful?

A purpose driven organization combines social impact with business outcome and creates a connection between workforce, brand and clients beyond services and products. Purpose evolves your brand and sharpens your communication, it helps you to inspire new products and services and it shapes a community by fostering intrinsic reward.

We extract, refine and orchestrate individual and organizational purpose to render your progress meaningful for everyone.


learn more about purpose refinement