OFFICE HOURS: 9AM—6PM(ISH)
MADE IN NEW YORK, NY
© COMPANY POLICY, 2026
City living is transactional enough. Alfred was built to put something human back in it: in-home services, personal assistance, and building management across 20+ cities. When they came to us, we made one call. Drop the ’Hello.’
Problem Hello Alfred had grown from a personal-assistant app into an essential service platform embedded in the buildings and lives of urban residents, but the brand name still sounded like an app. The brand needed to grow up without losing the warmth that made Alfred trusted.
Solution Alfred, not Hello Alfred. Confident, spare, built around one idea: Alfred gives you your time back. The rebrand drove an increase in downloads and first-service orders within the first year. Alfred has since raised $125M.
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.
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.
raised in seed funding after the rebrand.
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.
Alfred is an in-home services, personal assistance, and building management platform operating across 20+ cities for urban residents and property owners. Company Policy delivered a complete brand identity overhaul: identity, campaign, web, and print, built around the decision to drop 'Hello' and position Alfred as an indispensable, always-present service.
The rebrand drove an increase in downloads and first-service orders within the first year. Alfred has since raised $125M and completed multiple property management acquisitions, including HOM, Bixby, and RKW Residential.
TEAM
ADAM KATZ
LUKE WILLIAMS
JOYCE SHA
RORY KING
DEVLIN MOORE
TRACEY CHAN
MORGAN MAYER
HANNAH MCWILLIAMS
PHOTOGRAPHY
RICH GILLIGAN
DEVELOPMENT
ERIC KWONG
IGNACIO KANO
TYPOGRAPHY
AEONIK PRO: COTYPE FOUNDRY
CANELA: COMMERCIAL TYPE
A creative studio that makes brands for humans
It’s 02:32 PM in new york, we’re open
365 days without an accident
A creative studio that makes brands for humans
It’s 02:32 PM in new york, we’re open
365 days without an accident
A creative studio that makes brands for humans
It’s 02:32 PM in new york, we’re open
365 days without an accident
A creative studio that makes brands for humans
It’s 02:32 PM in new york, we’re open
365 days without an accident
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