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.

Phone: +46 709 905 275
Phone: +46 733 88 99 15
Phone: +46 722 27 78 84
Phone: +41 78 911 95 46
Phone: +46 70 481 77 83
Phone: +46 739 85 53 53
Phone: +46 72 375 87 59

Address The New Division

Svartmangatan 16,
111 29 Stockholm, Sweden,


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.


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


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.

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