LOGOTYPE  The new mark dropped the Hello from the brand name, confidently presenting the company as just Alfred. The identity features an icon that nods to the exponential power and help that Alfred can provide to its users.

DESIGN SYSTEM  The new design system centers around the strategy that Alfred gives you your time back by offering the help you need for the life you want. Core messaging uses this system to insert Alfred services into scenes of everyday life, and allows users to understand the breadth of offerings Alfred provides them.

↗[.counter]26[.counter]%


increase in downloads and first service ordering within the first year.

ART DIRECTION We art directed and helped create a new asset library to give Alfred a suite of useful campaign and product imagery that feels both approachable and messy; true to life.

$[.counter]42[.counter]MM

raised in seed funding after the rebrand.

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SUB-BRANDING To help differentiate the brand and its audiences, we developed a sub-brand called Alfred OS which offers property managers a technology suite to help them manage leases and service their residents.