Introductions: The growing green initiative is becoming important on all fronts. The perception of Fairmont Designs must evolve to that of a socially responsible “provider of services”, rather than just a manufacturer. Despite many industries swarming into the trend of “going green”, the majority of the companies are not truly practicing it. It is simply a scheme to build a good image for show. Fairmont Designs’ new brand reflects not just an image, but also an echo of the environmentally friendly actions carried out within the company. We work together to bring strength to our new brand and this is what distinguishes us from others. “FD” has been altered to form a unique symbol, referencing a leaf form. The word “designs” has also been minimized lending greater weight to “Fairmont”. Furnishing Imagination is a unifying tag line and corporate iden- tity system for Fairmont Designs that clearly communicates the brand’s positioning to be utilized across all current business channels. It positions the company as a provider of creative furnishing solutions in a tone that is confident and imaginative. It speaks to all audience types, from designers and retailers to shop- pers and end users. Fairmont Design’s new brand that will be launched in the Chinese Market, called the NewLeaf, is symbolic of new beginnings and suggestive of the eco-friendly practices.