Jakob Trollbäck

Jakob Trollbäck is a strategic designer and systems thinker dedicated to creating a new language for global progress. He is best known for designing the visual identity and communication framework for the UN Sustainable Development Goals (SDGs), proving that clear, universal narratives can shift the trajectory of our world.

Driven by the conviction that global challenges require a fundamental redesign of our collective "game plan," Jakob launched The New Foundation. The initiative focuses on Cognitive Liberation—bypassing the tribal, inherited narratives that paralyze progress. By blending scientific rigor with humanistic design, he works to create the common ground necessary to move audiences from shouting and shaming toward genuine curiosity and collaboration.

Previously, Jakob founded the award-winning agency Trollbäck+Company in New York. Today, he serves as a strategic partner to visionary leaders ready to build a thriving, non-zero-sum future.