The New Division

What The New Division does

The New Division is a Stockholm-based sustainability communication and design consultancy operating as a brand within the Trollbäck + Company network, founded by Jakob Trollbäck. The firm transforms complex sustainability frameworks, data, and corporate ESG commitments into visual communication systems, strategic narratives, and stakeholder engagement materials. Its core technology is a portfolio of proprietary visual languages and communication frameworks — most notably the official visual system for the UN's 17 Sustainable Development Goals and 169 targets (2015), the Kunming-Montreal Global Biodiversity Framework communication system (2022, with UNEP and the Convention on Biological Diversity), and the Inner Development Goals framework (2020, with 29k and Stiftelsen Ekskäret) — supported by a storytelling methodology that converts technical sustainability inputs into accessible narratives, reports, and brand systems.

The firm serves three primary customer segments: large corporations and multinationals (Volvo, Stillfront, Tradera, Swedbank, Skanska, Gates Foundation) seeking ESG reporting narrative and brand work; international organizations and UN agencies (UN, UNEP, CBD, UNDP, WHO) requiring universal visual communication systems; and governments and public-sector bodies (Boverket, SIDA, Skolverket, Vinnova) communicating sustainability policy. The business model is professional services: project-based consulting engagements structured around discovery, strategy, and implementation phases, supplemented by workshops, speaking engagements, and a freemium layer of free downloadable icon and playbook assets that generate inbound leads. Go-to-market is enterprise field sales driven by direct outreach, founder-led thought leadership at major sustainability events (COP, WEF, Goalkeepers), and referrals from institutional clients.

The firm operates with approximately 5 employees from Södermalm, Stockholm, and is privately held with no disclosed external funding, generating revenue from consulting projects, design retainers, and workshops at undisclosed project-based rates. Geographic reach spans the Nordics, the UK, Germany, Switzerland, and the United States, with marquee engagements including the New York Times Climate Hub at COP26 (38,000+ attendees, 9 million YouTube views).

Name

The New Division

Legal name

The New Division by Trollbäck + Company

Website

https://thenewdivision.se

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

The New Division is a Stockholm-based sustainability communication and visual design consultancy that creates visual languages, narratives, and engagement materials for the UN, governments, and global corporations. It originated the official visual system for the UN's 17 Sustainable Development Goals and serves 40+ organizations.

Ownership category

akta.pro rank

Product category

Sustainability Communication Consulting

NAICS

Advertising, Public Relations, and Related Services (5418), Graphic Design Services (54143)

SIC

Miscellaneous Publishing (2741)

akta.pro industry

PRIMARYMPAAADAL

Cause, ESG & Sustainability Communications

Media, Entertainment & Sports/Advertising, Marketing & PR Services/Public Relations & Communications Agencies

SECONDARYBPAHAFAJ

ESG Governance, Sustainability Reporting & Assurance Advisory

Business & Public Services/Professional Services (Legal, Accounting, Consulting)/Risk, Compliance & Governance Advisory

SECONDARYBPADANAI

Environmental, Climate & Sustainability Standards & Reporting Cooperation

Business & Public Services/International Organizations & Development/International Standards, Policy & Regulatory Cooperation

Keywords

• Sustainability communication
• Visual identity design
• ESG strategy consulting
• Sustainability reporting
• Creative brand consulting

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Strategic Communication Consulting: Engagements include sustainability strategy development, ESG communication frameworks, brand positioning for sustainability initiatives, and sustainability reporting narrative creation. Projects are typically structured with discovery, strategy, and implementation phases.
2. Design and Creative Services: Visual identity development, report design, event branding, and communication material creation. Includes logo design, icon systems, report templates, and brand guidelines.
3. Workshops and Speaking Engagements: Educational sessions on sustainability communication, the history of Global Goals, and Inner Development Goals for corporate leadership teams and external conferences.
4. Free Resource Distribution: Free downloadable assets including Global Goals icons, Biodiversity Plan materials, and educational guides serve as lead generation for paid consulting engagements.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

The New Division is a Stockholm-based communication and design agency that makes sustainability change attractive. It creates visual communication systems (icons, logos, brand guidelines), strategic sustainability narratives, ESG reports, brand refreshes, and sustainability playbooks for international organizations, multinational corporations, governments, and NGOs. The firm also produces free downloadable resources such as Global Goals icons and the Climate Action Playbook to support lead generation.

Product overview

The New Division is a communication and design agency that makes change attractive, primarily focused on sustainability. The company operates as a service-based consultancy rather than a product company, offering visual communication systems, strategic consulting, and design services. Its portfolio consists of several flagship communication frameworks and design systems: (1) the Global Goals Communication System — the visual language for the UN's 17 Global Goals and 169 targets, created in 2015 — which remains its foundational work; (2) The Biodiversity Plan — a communication system for the Kunming-Montreal Global Biodiversity Framework created in partnership with UNEP and CBD; (3) the Inner Development Goals (IDG) — a framework of 23 human capabilities co-created with 29k and Ekskäret Foundation. Beyond these core offerings, TND provides fee-based services including sustainability storytelling and narrative development, brand refreshes, ESG strategy, sustainability roadmaps, and sustainability playbooks. Free resources include downloadable icons, logos, and brand guidelines for the Global Goals, Biodiversity Plan, IDG, and themed collections (Climate Action Playbook, Hållbarhetsfokus annual Swedish sustainability reports). TND also delivers workshops and lectures on sustainable business development, the Global Goals, and the Inner Development Goals. The company was founded by Jakob Trollbäck and is headquartered in Sweden.

Differentiator

Problem solved

Functional benefit

Products and services

• Global Goals Communication System Visual communication system for the UN's 17 Sustainable Development Goals and 169 targets, including icons, logos, brand guidelines, and downloadable assets designed for cross-cultural accessibility. Created for the United Nations in 2015.
• The Biodiversity Plan Communication System Communication system for the Kunming-Montreal Global Biodiversity Framework (KMGBF), developed in partnership with UNEP and the Convention on Biological Diversity. Includes 4 overarching goals for 2050, 23 target icons, logos, brand guidelines, and downloadable assets.
• Inner Development Goals (IDG) Framework of 23 human capabilities designed to accelerate progress on the Global Goals, co-created by The New Division, 29k, and Stiftelsen Ekskåret. Includes downloadable icons, presentation materials, and a partner network.
• The Climate Action Playbook Free downloadable playbook combining climate science, strategic communication, and system change. Helps business leaders move from CO2 targets to climate leadership aligned with the Paris Agreement.
• Hållbarhetsfokus Annual Reports Annual Swedish sustainability survey reports (2019, 2020, 2021) identifying current sustainability challenges and trends facing Swedish companies. Based on questionnaires and expert interviews, published as free downloadable PDFs.
• Sustainability Playbooks (Custom) Custom sustainability playbook format that makes complex sustainability strategy accessible and engaging. Includes storytelling, illustrations, guidance for different functions, and a sustainability glossary. Used for internal employee engagement and external stakeholder communication.
• Free Downloadable Resources Library Library of free downloadable assets including Global Goals icons and logos (English and Swedish), Leave No One Behind branding, Inner Development Goals materials, 17 Sustainability Lessons for Leaders, Ecosystem Services icons (Boverket), DHR icons, and biodiversity plan materials.
• Sustainability Roadmap Consulting Strategic planning service creating clear sustainability roadmaps that summarize and explain sustainability plans. Ensures commitments, goals, KPIs, and activities are easy to understand and follow. Supports internal knowledge sharing and external communication.

Quantifiable outcome

• Created visual identity system used by billions worldwide through UN Global Goals campaigns
• +3 more outcomes

Named customers16 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core, key and supporting.

• Project EveryonecoreStrategic or Co-development Partner · 1 January 2022Partnership with Richard Curtis' Project Everyone organization to spread the Biodiversity Plan worldwide. Previously collaborated successfully on the Global Goals communication campaign. Project Everyone is dedicated to raising awareness of the UN Sustainable Development Goals.
• The Foresight GroupkeyStrategic or Co-development Partner · 1 January 2021Collaborated on The Climate Action Playbook, combining climate science, strategic communication, and system change into actionable guidance for business leaders to move from CO2 targets to climate leadership.
• 1.5°C Business Playbook InitiativekeyStrategic or Co-development Partner · 1 January 2021Active partner in the initiative alongside WWF, International Chamber of Commerce, Potsdam Institute for Climate Research, IKEA, Ericsson, Telia, Scania, and KTH. Focuses on helping companies achieve 1.5°C alignment per Paris Agreement.
• 29kcoreStrategic or Co-development Partner · 1 January 2020Co-founded the Inner Development Goals (IDG) initiative together with 29k (mental health app founded by Erik Fernholm). The IDG framework consists of 23 human capabilities designed to accelerate progress on the Global Goals.
• Stiftelsen EkskäretcoreStrategic or Co-development Partner · 1 January 2020Partnership formed around the 'Growth that Matters' manifesto and official collaboration on Inner Development Goals. The foundation organized gatherings of adult development researchers and thought leaders that inspired the IDG framework.
• Code and ConspiresupportingTechnology or IntegrationDigital development partner that built globalgoals.org website, making SDG assets accessible worldwide including offline functionality. The New Division's creative work is delivered through this technical platform.
• Grasp InsightsupportingImplementation/ SI/ Consulting PartnerInsight agency partnership for qualitative and quantitative consumer research on sustainability topics. Collaborated on forestry sector client project to understand consumer and business perceptions of forest, biodiversity, and climate.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/thenewdiv
• Facebookfacebook.com/thenewdiv
• LinkedInlinkedin.com/company/the-new-division-by-trollb%C3%A4ck-company
• Instagraminstagram.com/thenewdiv

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The New Division