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 strategy and 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.
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.
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.
Head of Sustainable Business Strategy
Susanna holds a degree in Political Science from the National Defense University and Commercial Law & Management Systems from Uppsala University.
At TND she is our Head of Sustainable Business Strategy. Susanna runs marathons in her spare time and winds down by reading up on military history.
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.
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.
Copywriter & Communications Manager
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.
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.
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.
Nybrogatan 8,
114 34 Stockholm, Sweden,
How we work
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:
Raising internal awareness of global development, importance and impact of sustainability.
Clarifying how the growing global movement of sustainability impacts the organization.
Connecting the sustainability work of the organization to the core performance of the organization.
Analyzing the current position of the organization in relation to relevant sustainability practices and trends and developing tailored strategies to advance this position.
Creating an identity and culture for sustainability to ensure it is not only talked, but also walked within the organization.
Creating clear and positive visualizations to enable a uniform internal and external understanding of the sustainability work within the organization.
Developing strategic communication concepts that creates awareness and engagement around the sustainability endeavours of the organization.
Putting strategies and communication concepts for sustainability into action to create engagement, increase awareness and generate impact among both internal and external stakeholders.
Analyzing the outcomes to enable measuring impacts and results and lay foundations for continuous sustainability work.
Integrating sustainable cultures and practices internally to ensure sustainability becomes a natural element on every level of 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. Please don't hesitate to contact us if you want to know what we can do for you. We would love to hear from you!
Analysis & insight
Assessment of trends, risks & opportunities
Stakeholder relations & workshops
Positioning & strategy development
Brand identity, strategy & positioning
Design & communication concepts
Graphic design & copywriting
Print, digital, video & experiential production
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.
“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