What The New Division does

The New Division is a Stockholm-based, founder-led sustainability communication and design consultancy established in 2017 (operating as 'The New Division by Trollbäck + Company'). The firm serves governments, intergovernmental organizations (UNEP, Convention on Biological Diversity, UNDP, WHO), large corporations (Volvo On Demand, Ericsson, Swedbank, Skanska, Södra, Fjällräven, Stillfront Group, Arwidsro, Tradera, Ica), and foundations/NGOs (Bill & Melinda Gates Foundation, Dag Hammarskjöld Foundation, WWF Sweden, Human Immunome Project). Its core function is translating complex sustainability frameworks—most notably the UN's 17 Sustainable Development Goals (for which founder Jakob Trollbäck created the globally recognized visual system in 2015), the Kunming-Montreal Global Biodiversity Framework, and the Inner Development Goals (co-founded with 29k and Stiftelsen Ekskäret)—into accessible visual communication systems, brand identities, and storytelling for diverse audiences.

The firm's underlying technology consists of visual communication design systems, brand identity frameworks, and storytelling methodologies rather than software. Proprietary creative outputs include the Global Goals visual system (icons, logos, and brand guidelines for 17 goals and 169 sub-goals), the Biodiversity Plan visual identity (Voronoi-inspired design with 4 goals and 23 target icons), the IDG framework (23 human capabilities with corresponding icons), and the Climate Action Playbook. Service offerings span brand development and refresh, sustainability storytelling, financial/annual report design, ESG strategy consulting (e.g., the Stillfront rollout across 19 game studios), and workshops/lectures. A free downloadable resource library of icons, templates, brand guides, and the Hållbarhetsfokus research reports supports top-of-funnel demand generation.

The business model is professional services revenue from customized B2B consulting engagements, quoted based on project scope with no public pricing. Go-to-market is sales-led via direct client engagement (new business routed through Executive Assistant & Project Lead Eliana Eldsfors at [email protected]), supplemented by thought-leadership-driven channels: founder-led workshops/lectures, podcast appearances, trade publication articles, social media (LinkedIn, Instagram, X, Facebook), and free resource downloads. The firm is founder-owned with no disclosed institutional investment or M&A activity; HQ in Stockholm with global project delivery (EMEA primary, plus deployments in the US, UK, and MENA).

Name

The New Division

Legal name

The New Division

Website

https://thenewdivision.world

Company type

Private

Founded year

2017

Operating status

Operating

Short description

The New Division is a Stockholm-based sustainability communication and design consultancy that translates complex sustainability frameworks—such as the UN Global Goals, the Kunming-Montreal Biodiversity Framework, and the Inner Development Goals—into visual identity systems and storytelling for governments, corporations, and NGOs globally.

Ownership category

akta.pro rank

Product category

Sustainability Communication Consulting

NAICS

Advertising, Public Relations, and Related Services (5418), Graphic Design Services (541430), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)

SIC

International Affairs (9721), Services-Membership Organizations (8600), Miscellaneous Publishing (2741)

akta.pro primary industry

ESG/Sustainability Reporting & Disclosure Platforms (EUABAEAB)

akta.pro secondary industries

Technical Committees, Working Groups & Expert Panels (BPADANAB), ESG Governance, Sustainability Reporting & Assurance Advisory (BPAHAFAJ), Audit-Ready Controls, Assurance & Compliance Workflow Tools (CSRD/SEC/ISSB) (EUABAEAG)

Keywords

• Sustainability communication
• Strategic design services
• ESG narrative consulting
• Brand identity systems
• Sustainability storytelling

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

Revenue model

1. Strategic Communication Consulting: B2B professional services providing sustainability communication strategy, brand development, and storytelling services to governments, NGOs, and corporations. Services include workshops, lectures, and bespoke consulting engagements.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

The New Division is a sustainability-focused strategic communication, design, and storytelling consultancy. It transforms complex sustainability frameworks (such as the UN Global Goals, the Kunming-Montreal Global Biodiversity Framework, and the Inner Development Goals) into accessible visual languages, brand identity systems, and compelling narratives for governments, intergovernmental organizations, foundations/NGOs, and large corporations. The firm also offers workshops, lectures, and a library of free downloadable sustainability communication assets.

Product overview

The New Division is a sustainability communication and design consultancy, not a software product company. Their offering consists of professional services including strategic communication, design, and storytelling services focused on sustainability and the Global Goals. The core services include Brand Development, Sustainability Storytelling, Financial Report Design, and Workshops/Lectures. They also developed significant communication frameworks: The Biodiversity Plan (communication system for the Kunming-Montreal Global Biodiversity Framework with 4 goals and 23 targets), the Global Goals Communication System (the 17 UN SDGs visual system created in 2015), and Inner Development Goals (IDG - a framework of 23 human capabilities). They offer free sustainability resources including downloadable assets, brand guides, and the Climate Action Playbook. Their annual Hållbarhetsfokus reports provide sustainability research insights.

Differentiator

Problem solved

Functional benefit

Products and services

• Sustainability Communication Services Strategic communication and design services focused on sustainability, helping governments, intergovernmental organizations, foundations/NGOs, and large corporations communicate complex sustainability frameworks, climate goals, and biodiversity initiatives to diverse audiences through storytelling and visual design.
• Brand Development & Refresh Brand identity development, refresh, and visual communication systems for sustainability-focused organizations, including logo design, color palettes, typography, and comprehensive brand guidelines.
• Sustainability Storytelling Strategic storytelling services that transform data and sustainability information into compelling narratives for internal and external communication, supporting organizations in defining core messages and calls to action.
• Financial Report Design Annual and financial report design and communicative expression services, creating consistent and sophisticated visual identities for organizations' sustainability and annual reports.
• Workshops & Lectures Presentations and workshops on sustainable business development, communication strategies, the Global Goals, and Inner Development Goals for working groups and leadership teams.
• Global Goals Communication System The visual communication system created in 2015 for the UN's 17 Global Goals and 169 targets, now used globally to communicate sustainability across all contexts, with icons, logos, color palettes, and brand guidelines.
• The Biodiversity Plan Communication System A communication system for the Kunming-Montreal Global Biodiversity Framework (KMGBF), translating the complex framework into accessible language with logos, target icons, and visual materials for the 4 main goals and 23 targets for 2050/2030.
• Inner Development Goals (IDG) Framework A framework of 23 human capabilities and qualities designed to accelerate progress on the Global Goals, created as a collaboration between The New Division, 29k, and Ekskäret Foundation.

Quantifiable outcome

• UNDP film reached 25th on YouTube trending within days
• +4 more outcomes

Named customers16 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

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

• The New York TimeskeyStrategic or Co-development Partner · 1 January 2021Designed The New York Times Climate Hub activation during COP26 in Glasgow - the largest side event during the climate conference. Created physical and digital environments, event branding, films, and the 'Conference of the Trees' installation featuring 197 plants representing 197 countries.
• Folke FilmsupportingImplementation/ SI/ Consulting Partner · 1 January 2018Production partner for the UNDP 'Film for Equality' project directed by Malin Ingrid Johansson.
• UNDP SwedenkeyStrategic or Co-development Partner · 1 January 2017Created 'A Film for Equality' for Swedish UNDP, premiered at the Spring Gala in Stockholm on April 17, 2018. The film reached 25th on YouTube trending within days. Jakob Trollbäck also served on the jury selecting finalists for categories like Best Communication and Best Partnership.
• Project EveryonecoreStrategic or Co-development PartnerPartnership with Richard Curtis' Project Everyone organization to spread the Biodiversity Plan worldwide. Previously collaborated on the Global Goals communication system in 2015. Project Everyone is dedicated to raising awareness of the UN Global Goals.
• Code and ConspirecoreTechnology or IntegrationDigital partner that created the globalgoals.org website for the UN Global Goals. The website is designed to be fast and accessible to a global audience, including offline functionality, with all goals and targets downloadable for free.
• The Foresight GroupkeyStrategic or Co-development PartnerCollaborated to develop The Climate Action Playbook, combining climate science, strategic communication, and system change into a practical guide for business leaders to move from CO2 targets to climate leadership.
• 1.5°C Business Playbook InitiativekeyStrategic or Co-development PartnerThe Climate Action Playbook was developed as part of this initiative driven by the Exponential Roadmap Program. The New Division is an active partner alongside WWF, International Chamber of Commerce, Potsdam Institute for Climate Research, IKEA, Ericsson, Telia, Scania, and KTH Royal Institute of Technology.
• 29kcoreStrategic or Co-development PartnerCo-founded the Inner Development Goals initiative with 29k (founded by Erik Fernholm), focused on developing human capabilities for sustainability. 29k is a mental health app company.
• Stiftelsen EkskäretcoreStrategic or Co-development PartnerCo-founding partner in the Inner Development Goals initiative. Stiftelsen Ekskäret organized the retreat where researchers, thought leaders, and business representatives wrote the Growth that Matters manifesto, which led to the formal IDG collaboration.
• Inner Development Goals Summit PartnerssupportingGTM or Marketing PartnerThe April 2022 Inner Development Summit gathered 4,000+ participants from 60 countries as a global movement for human development and sustainability.
• Grasp InsightsupportingImplementation/ SI/ Consulting PartnerCollaborated with insights agency Grasp Insight for the Södra forest insights study, conducting qualitative and quantitative analysis of consumer and business perceptions of forests, biodiversity, and climate.
• Artist Es DevlinsupportingStrategic or Co-development PartnerArtist created the 'Conference of the Trees' installation for the NYT Climate Hub - 197 trees and plants representing countries that ratified the UN Framework Convention on Climate Change.
• Darwood MusicsupportingImplementation/ SI/ Consulting PartnerCollaborated on music creation for the Global Goals Kids Show, developing the signature melody created by host Farzad Farzaneh into a musical profile for the series.
• WWF SwedenkeyStrategic or Co-development PartnerTranslated, edited, and designed the Swedish summary of the 2022 Living Planet Report to make complex biodiversity information accessible to Swedish audiences.
• SustaiNordic & ArkDessupportingStrategic or Co-development PartnerContributed to The Nordic Report publication showcasing sustainable initiatives from Nordic countries. SustaiNordic is a Nordic network promoting sustainable production and consumption aligned with UN Global Goal 12, funded by the Nordic Council of Ministers.
• Novare Leadership AcademykeyStrategic or Co-development PartnerCollaboration on leadership programs and the '17 Sustainability Lessons for Leaders' guide - summarizing insights from Swedish business leaders on sustainable leadership qualities.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Frog (frog design): Frog is a global design and innovation consultancy (Capgemini Invent) that does strategy, design, and transformation work, including purpose-driven and sustainability programs. It is a broader incumbent in design + strategy with deeper resources and a more commercial focus.
• Wolff Olins: Wolff Olins is a global brand consultancy (part of Omnicom) that delivers brand strategy, identity, and experience design for large global brands. It overlaps with The New Division in brand identity and visual system work but serves a broader commercial client base rather than specializing in sustainability frameworks.
• Edelman: Edelman is the world's largest PR firm with a dedicated sustainability and purpose practice. It competes for ESG communication, sustainability reporting, and stakeholder narrative work with global enterprises — overlapping with The New Division's sustainability storytelling services at much greater scale.
• Landor & Fitch: Landor & Fitch is a WPP-owned global brand and design consultancy with strong sustainability and purpose-led practice areas. It is a broader incumbent in the same brand + sustainability communication space, with greater geographic reach and larger team capacity.

Direct peers

• Pentagram: Pentagram is the world's largest independent design consultancy, with partners running autonomous design studios. It competes for high-end brand identity and visual system work (the same core craft as The New Division's Biodiversity Plan and IDG visual identity engagements) and serves many of the same institutional and corporate clients.
• Climate Focus: Climate Focus is a climate and sustainability strategy consultancy that advises governments, companies, and NGOs on climate policy, nature, and the energy transition. It is a direct peer in the high-end sustainability advisory space, often collaborating with (rather than competing against) design-led firms like The New Division.
• Siegel+Gale: Siegel+Gale is a global brand strategy and design consultancy focused on simplicity-driven brand systems. It is a direct peer in visual identity, brand strategy, and sustainability-linked communications for global enterprises and public-interest organizations.
• Futerra Sustainability Communications: Futerra is a London-based sustainability communications and creative agency that helps brands and organizations communicate on climate, sustainability, and social issues. It is the closest direct competitor to The New Division in the sustainability-focused creative agency space, serving similar global institutional and corporate clients.
• Purpose: Purpose is a global social impact agency that builds and supports movements, campaigns, and communications strategies for progressive causes and purpose-driven organizations. It competes directly with The New Division in strategy + design for sustainability and social impact engagements with foundations, NGOs, and corporates.

Regional players

• Beyond Creative: Beyond Creative is a Stockholm-based creative and brand strategy agency with sustainability and purpose-led work. It is a regional Swedish peer with comparable services (branding, communication, design) for similar institutional and corporate clients in the Nordics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/thenewdiv
• YouTubevimeo.com/user68789862
• Facebookfacebook.com/thenewdiv
• LinkedInlinkedin.com/company/the-new-division
• 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