Agents of Sustainability

In 2015, we created the communication language for the UN Sustainable Development Goals. Two years later, we translated the 169 targets—the driving forces of the agenda—into a comprehensive communication system. In reality, we turned sustainability into a periodic table.

Today, we are a growing consultancy. By combining our deep knowledge of sustainability, communication and design skills with business strategy and activation initiatives, we are accelerating the transformation to a sustainable future.

Jakob at our office at Kungsgatan

Amar and Christian who apparently have the same taste in hats.

Our Story

The New Division is building on 20 years of brand and advertising experience from the New York agency Trollbäck + Company. After creating the iconic language for the 17 Global Goals for the UN in 2015, Jakob Trollbäck founded The New Division together with Hannah Boman, a sustainability consultancy working with strategy, communication and activation. We assist organizations, governments, corporations and investors play their part in the creation of a sustainable future.

Ada, Christina, Malin, Louise, Sara, Jakob, Hannah and Anna outside Inner Development Goals Summit

The TND team during our kick-off at Tyresö

The TND Family

Our company has been around for 5 years and is constantly evolving with the growing sustainability demands from our clients and increased awareness within the business sector. By being a part of the team you will have the opportunity to work with people from various fields and industries bringing your own expertise to the table to truly transform and challenge the status quo.

We all want to make the world a better place and we all believe it can be done. You will get the chance to work with large corporations, small NGOs and everything in between, all focusing on bettering the way they operate and communicate.

The team

Amar Aljic

Graphic Designer

Amar Aljic is a tech enthusiast that loves the great outdoors as much as playing video games. He has studied graphic design in the Netherlands and has 10+ years of experience which he is now using to contribute for a more sustainable world. Amar works as a graphic designer and acts as an occasional office tech-support.

Anna Norrman

Sustainability Strategist

Anna is a sustainability strategist with a background in the textile industry. Her previous experience has been to develop and execute strategies for sustainability. Anna is also a music-enthusiast with a particular love for the water- she never skips an opportunity to take a dip in the ocean.

Christian Göran

Project Manager/Producer

Christian Göran is an ocean enthusiast who enjoys surfing and free diving as much as discussing geopolitics.A former commercial pilot now back on the ground focusing on sustainability. With over 10 years of experience in design work and project development from different industries, Christian works as a Project Manager and Producer.

Christina Rüegg Grässli

Creative Director

Christina is an award-winning Creative Director and designer with over twenty years of experience. She was the lead designer for the Global Goals and now based close to Zurich. Christina works on both swedish and international projects and she is a trained classical singer.

Fredrik Stenvinkel

Junior Sustainability Strategist

Fredrik joins the strategy department, assured of the belief that a sustainable business plan paves the way for competitive advantages and an improved trajectory. An additional side hustle is his natural cork accessories company "15:21".

Hannah Boman

Co-founder & Head of Operations

Music lover and frequent concert goer Hannah started her career at Trollbäck+Co after completing her BA in Communication. A master multitasker and with TND from the very beginning, Hannah is our Head of Operations.

Hanna Näslund

Communication Strategist & Copywriter (on maternity leave)

Adventurous Hanna combines her love for nature with a passion for communication. She finds her flow when skiing or cycling, as much as when she gets to play with the words for a good cause. Hanna brings 10+ years’ experience from the outdoor and sports industry.

Jakob Trollbäck


His passion for complexity and powerful communication was driving the award-winning design system for the 17 Global Goals. He is driven by beauty + logic and will most likely talk to you about elegant equations. He also has some impressive DJ skills. Meet our founder Jakob.

Louise König


Louise has over 20 years of experience in sustainable business development and communication. She has worked for several of the largest companies in Sweden, including IKEA, Coop and most recently Ramboll Management Consulting, where she acted as the Head of Strategic Sustainability Consulting.

Malin Marklund

Project Manager

Malin has over 10 years of experience in the communications and advertising industry. She has worked for Nord DDB, Acne, and Lowe Brindfors where she led and assisted renowned brands in their projects. Malin believes that communication is a vital tool for a sustainable transition making her a perfect match for The New Division.

Sara Elisabet Lindström

Sustainability Strategist

Sara is a part of the strategy team and manages climate calculations and sustainability analysis for our clients. She finds it exciting to try new ideas and detect the best solutions. Sara often spends the weekends at her family’s cabin, fishing and reading sci-fi.

Therese Aziz

Head of Activation (on maternity leave)

Film buff and cooking enthusiast with high-level organizational skills. Therese has a comms and film degree together with over 10 years production experience, she heads up our Activation department.

Vilma Burman

Executive Assistant and Social Media Responsible

Ocean-lover and food enthusiast Vilma comes from a bachelor in Development studies and a master in Strategic Communication. Amongst other things, Vilma keeps tabs on Jakob and Louise, and is responsible for our communication on social media.

Want to join our team?

See our open positions.

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