The New Division, Södermalmsallen 12, Stockholm (2026)

25/08/2026

TND 10 years: From the archives – A Code of Conduct, reimagined as a passport.

A good code of conduct can be more than a necessary must-have. If you get the tonality right, it can become part of the organization’s culture.

When Business Sweden — the government agency helping Swedish companies go global and international companies invest in Sweden — came to us, the brief was to turn a compliance document into something their people around the world would actually read, understand, and live by.

To make it feel both official and light-hearted, we designed it as a passport — a passport that gives you the right to play. We made visa stamps for each value in the Code — fifteen in total, and organized them in three simple areas: doing business responsibly, collaborating and interacting fairly, and protecting people and the planet.

To make sure that the code was simple to understand, we exemplified difficult situations with real-world examples.

The result: a Code of Conduct that reads more like a field guide than a legal filing, rolled out across Business Sweden's offices worldwide. Compliance rarely gets to be this human. Ten years in, this remains a favorite reminder of what's possible when you design for people, not just policy.

The New Division celebrates 10 years – a full decade of making change attractive! Sparked by his iconic work with the SDGs, our founder Jakob Trollbäck has since pioneered communication for sustainability. For a decade, The New Division has turned complex ideas into powerful messages to help companies, organizations, and the public sector build a better world.

Talk to us about branding, copywriting, design, and strategy. We turn your complex challenges into powerful messages. Here’s to the next 10!

18/08/2026

TND 10 years: From the archives – The New York Times Climate Hub: The Conference of the Trees

The New Division celebrates 10 years – a full decade of making change attractive! Sparked by his iconic work with the SDGs, our founder Jakob Trollbäck has since pioneered communication for sustainability. For a decade, The New Division has turned complex ideas into powerful messages to help companies, organizations, and the public sector build a better world.

COP is where leaders across business, government, and policy come together to confront one of the defining questions of our time: how can we live well within the boundaries of our planet?

Yet despite its urgency, COP can be remarkably difficult to engage with. Accreditation is limited, rooms are overcrowded, and many of the most important conversations happen behind closed doors.

So when Stephen Dunbar-Johnson, then President, International at The New York Times, and Kelly Doe, Head of Brand Identity, approached us in 2021, we jumped at the opportunity.

The challenge was to build one of COP’s largest side events from scratch—a place that could host vital conversations about the planet’s future, stand out in a crowded conference calendar, and showcase the depth and breadth of The Times’s climate journalism—which felt relaxing and energizing, scientific and emotional.

Stephen had already engaged Es Devlin—one of our favorite designers of live experiences—to transform a former steelworks into a forest.

We developed the activation concept and visual identity for the Climate Hub, from a logotype inspired by heat maps and weather systems to the event design, wayfinding, and original films.

The result: more than 300 speakers and panelists, 38,000 visitors on-site and online, and 9 million impressions—helping cement The New York Times as a driving force in the global climate conversation.

We’ve attended every COP since the landmark COP21 where the Paris Agreement was adopted. This remains one of our most creative and rewarding experiences.

Talk to us about branding, copywriting, design, and strategy. We turn your complex challenges into powerful messages.

Here’s to the next 10!

12/08/2026

𝗧𝗡𝗗 𝟭𝟬 𝗬𝗲𝗮𝗿𝘀: 𝗙𝗿𝗼𝗺 𝗧𝗵𝗲 𝗔𝗿𝗰𝗵𝗶𝘃𝗲𝘀
The New Division celebrates 10 years – a full decade of making change attractive! Sparked by his iconic work with the SDGs, our founder Jakob Trollbäck has since pioneered communication for sustainability.

For a decade, The New Division has turned complex ideas into powerful messages to help companies, organizations, and the public sector build a better world.

In 2023, my friend Jane Metcalfe contacted me. In the 90’s, she started the legendary WIRED magazine with her partner Louis Rossetto. Not bad.
Now she was working on a new revolutionary project called the Human Immunome Project. And what on earth is the human immunome, you ask? It's all the genes, proteins, and molecular components that make up our immune system. By mapping them, a real task, we can better predict and understand both our health and diseases. This is the future of medicine.

Our challenge was to make one of the most complex systems in science — the human immune system — accessible, differentiated, and compelling to investors, scientists, and the public alike. As always, the key to understanding complex information is to make it more relevant, friendly, and easy to absorb.

Our solution: a complete brand strategy and visual identity, from a logotype that merges the micro-level intricacy of AI-powered science with the macro-level promise of human progress, to messaging, guidelines, and social content built together with award-winning scientists in the field — giving this vital research the powerful voice it needs to secure funding and drive discovery forward. For this, we created a new language of symbols, a framing device that makes the science more friendly and appealing. As so often, our inspiration comes from our love of science, mathematics, and art.

Shout out to the whole TND team, and especially to the magic of Christina Rüegg Grässli.

Talk to us about branding, copywriting, design, and strategy. We turn your complex challenges into powerful messages.

Here’s to the next 10!

06/08/2026

TND 10 years!
The New Division celebrates 10 years – a full decade of making change attractive! Sparked by his iconic work with the SDGs, our founder Jakob Trollbäck has since pioneered communication for sustainability.

For a decade, The New Division has turned complex ideas into powerful messages to help companies, organizations, and the public sector build a better world.

Starting next week, we will celebrate by showing selected work for clients such as Inner Development Goals, Business Sweden, The New York Times, UN, Volvo, IKEA, and WWF.

Talk to us about branding, copywriting, design, and strategy. We turn your complex challenges into powerful messages.

Here’s to the next 10!

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