From AI agent to recognisable brand: meet Alfred

Client

Mitigram

Industry

Finance

Year

2026

Services

Design

Tech Stack

We partnered with Mitigram to shape the visual identity for Alfred, Mitigram’s AI agent, which transforms banks’ traditionally manual and email-based trade finance workflows into an automated, agentic process. From logo to guidelines, we gave Alfred an identity that’s easy to recognise and easy to explain.

Challenges

Mitigram was launching Alfred, a new AI agent for banks, and needed a visual identity to go with it, something that marketing and communication could build on from day one.


Visuals also needed to do some of the explaining. An AI agent for trade finance is a new idea for many banks, so the identity had to show new customers what Alfred is and how it helps them.

Solutions

Strategy

Mitigram wanted Alfred to feel like a product of its own, while still clearly belonging to the Mitigram family. The identity needed to:

  • Make Alfred easy to recognise in marketing and communication

  • Help new customers understand what the product does

  • Feel modern and trustworthy for a bank audience

We worked as one team with Mitigram, so the identity was shaped around how they would actually use it.


Design & Build

We created a complete visual identity for Alfred:

  • A logo that gives the AI agent a clear face

  • A colour palette that sets Alfred apart and still fits with Mitigram

  • Usage guidelines, so the team can use the identity consistently across every channel

Result

Alfred went from a new AI agent to a recognisable brand. Mitigram now has a visual identity they can use in marketing, sales and communication, and an easier way to show new customers what Alfred does. With clear guidelines in place, the team can keep the brand consistent without needing us for every new asset.