Hello Alfred is a technology company focused on providing in-home assistance to city dwellers through unique services and technology completed by dedicated home helpers known as Alfreds. To put it simply Alfred allows you to take your time back and focus on what matters. The company needed a rebrand with a focus on a clear value proposition and expandable design system. The name was shortened to Alfred and a new mark was developed that emphasized the exponential effect Alfred can have on a users life. From there the team built out Alfred's property management technology into a new sub brand called Alfred OS. I led and grew the design team as design director during the rebrand.