The New Division is a strategic communication group based in Stockholm. By combining strategic and creative thinking, we create good forces for a sustainable future.

Our vision is a world where today is always bettered by tomorrow.

Our mission is to create good forces through strategic thinking and future-positive communication.

The New Division is building on 20 years of brand and advertising experience from the agency Trollbäck + Company in New York. After creating the iconic language for the 17 Global Goals for the UN in 2015, Jakob Trollbäck founded The New Division, a strategic communication group dedicated to sustainability. Based in Stockholm, we are working with companies, organizations, governments and academia to build strategy and communication for a sustainable future.

Jakob Trollbäck

Founder & Executive Creative Director

Jakob is the creative mind behind The New Division. He is also the founder of the award-winning eponymous creative studio Trollbäck+Company in New York.

His passion for simple and powerful design was a driving force for the award-winning communication system for the Global Goals. He is obsessed by beauty and logic and has some impressive DJ skills.

Phone: +46 72 375 87 59

Jonas Borglin

CEO

Jonas' background as a Business Director at American Express and as CEO for the International Council for Swedish Industry (NIR) has made him a welcome addition to the TND team.

NIR assists Swedish companies to advance their potential in challenging markets while contributing to sustainable development. At TND he works as active CEO and Head of New Business. Jonas is also a skilled photographer and when he is not taking pictures you can find him in the kitchen cooking.

Phone: +46 722 27 78 84

Hannah Boman

Head of Operations

Hannah is the Head of Operations at The New Division. She holds a degree in Marketing Communication and Advertising.

With a vast experience in client relations, she drives operations and develops business & project strategies. Hannah loves concerts and expensive furniture.

Phone: +46 733 88 99 15

Christina Rüegg Grässli

Creative Director

Christina is an award-winning Creative Director and designer with over twenty years of experience in the design field.

Before joining The New Division, she was Creative Director at Trollbäck + Company in New York. Christina’s was the lead designer for the Global Goals and is also a trained classical singer.

Phone: +41 78-911 95 46
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Calle Strand

Communications Manager & Copywriter

Calle is our Copywriter and Communications Manager. He holds degrees in Media and Communication Studies and Musicology from Uppsala University.

At The New Division, he works with letters, words and sentences. Outside of The New Division, he builds his own furniture, hikes in remote places and plays guitar in a 60’s cover band.

Phone: +46 739 85 53 53

Therese Aziz

Producer & Project Manager

Therese is an international producer and project manager with a background in corporate video, short and feature-length independent fiction films.

With a degree in Communication & Film Production she is our project manager that gets stuff done. Therese loves to dance and does it as often as possible, mostly when no-one is looking.

Phone: +46 709 905 275

Nanna Göransson

Graphic Designer

Nanna is one of our fierce designers with a BA Hons Graphic Design and Communication from the UAL Chelsea College of Art.

She creates illustrations, graphics, logos seamlessly and has been instrumental in creating the visual system for the all the 169 Global Goals targets. Nanna is our health and beauty guru and knows everything about organic well-being.

We are located at Alma, a creative co-working space in the center of Stockholm.
We are located at Alma, a creative co-working space in the center of Stockholm.

Address The New Division

Nybrogatan 8,
114 34 Stockholm, Sweden,

Inquiries

hello@thenewdivision.world

What we do

By combining our experience in strategy, communication and design with our knowledge and understanding of global sustainable practices, we help our clients from start to finish on their sustainability journeys. From raising internal awareness and understanding of sustainability, to developing strategies and creating communication concepts, to building a culture of sustainability that inspires engagement and action:

  1. 01 Awareness

    Raising internal awareness of global development, importance and impact of sustainability.

  2. 02 Relationship

    Clarifying how the growing global movement of sustainability impacts the organization.

  3. 03 Business Case

    Connecting the sustainability work of the organization to the core performance of the organization.

  4. 04 Strategy

    Analyzing the current position of the organization in relation to relevant sustainability practices and trends and developing tailored strategies to advance this position.

  5. 05 Culture

    Creating an identity and culture for sustainability to ensure it is not only talked, but also walked within the organization.

  6. 06 Design

    Creating clear and positive visualizations to enable a uniform internal and external understanding of the sustainability work within the organization.

  7. 07 Communication

    Developing strategic communication concepts that creates awareness and engagement around the sustainability endeavours of the organization.

  8. 08 Activation

    Putting strategies and communication concepts for sustainability into action to create engagement, increase awareness and generate impact among both internal and external stakeholders.

  9. 09 Evaluation

    Analyzing the outcomes to enable measuring impacts and results and lay foundations for continuous sustainability work.

  10. 10 Evolution

    Integrating sustainable cultures and practices internally to ensure sustainability becomes a natural element on every level of the organization.

01AwarenessRaising internal awareness ofglobal development, importanceand impact of sustainability.02RelationshipClarifying how the growingglobal movement of sustainabilityimpacts the organization.03Business CaseConnecting the sustainabilitywork of the organization tothe core performance ofthe organization.04StrategyAnalyzing the current positionof the organization in relation torelevant sustainability practicesand trends and developing tailoredstrategies to advance this position.05CultureCreating an identity and culturefor sustainability to ensure it isnot only talked, but also walkedwithin the organization.06DesignCreating clear and positivevisualizations to enable a uniforminternal and external understandingof the sustainability workwithin the organization.07CommunicationDeveloping strategic communicationconcepts that creates awareness andengagement around the sustainabilityendeavours of the organization.08ActivationPutting strategies and communicationconcepts for sustainability into actionto create engagement, increaseawareness and generate impactamong both internal andexternal stakeholders.09EvaluationAnalyzing the outcomes to enablemeasuring impacts and results andlay foundations for continuoussustainability work.10EvolutionIntegrating sustainable culturesand practices internally to ensuresustainability becomes a naturalelement on every levelof the organization.

Services

Based on how far our clients have come on their sustainability journeys, we offer tailored services within three areas: Strategy, Creativity and Mobilization.

Strategy

Analysis & insight

Assessment of trends, risks & opportunities

Stakeholder relations & workshops

Positioning & strategy development

Creativity

Brand identity, strategy & positioning

Design & communication concepts

Graphic design & copywriting

Print, digital, video & experiential production

Mobilization

Campaigns & Talks

Stakeholder engagement

Tools & guidelines

Activation & continuation programmes

Our philosophy

There is only one future and it is sustainable. That is not an opinion, it is a scientific fact. To build that future, we must all work together and make active sustainable choices. Organizations, governments, corporations and citizens - everyone has important roles to play. Guided by the desire to communicate important and complex issues in understandable ways, we are committed to help everyone play their part.

We translate the language of organizations and governments into clear messages that everyone can understand and act on. We promote the commitments of companies that embrace sustainable business practices. And we create engagement and action around important issues; not only sustainability, but also equality, inclusion and the importance of open societies.

What people say

“Without the icons and Trollbäck + Company’s tremendous work on visually telling the story of the Sustainable Development Goals, we simply would not be where we are today.”

Cathy Calvin

President and CEO of the UNF

“Trollback took the epic, technical, impersonal detailed complexity of the Sustainable Development Goals and made them clear, passionate & accessible.”

Richard Curtis

Screenwriter, film director and philanthropist

“The genius of the work that Trollbäck did was to create for the Sustainable Development Goals a visual language which communicates with the greatest simplicity the plan for the planet.”

Corinne Woods

Director of Communications at World Food Programme