Repositioning the brand for the future growth
Fairmont Design had grown, within 25 years, from a residential furniture manufacturer to a supplier of lifestyle furniture to home, bath and hospitality retailers in the US, Europe and Middle East, as well as its own chain of retail stores in China. Looking towards its growth horizon, Fairmont was cognizant that its original identity and branding material were no longer suited for its changing business direction.
GRID Partners conducted a thorough study of the FD brand culture, its existing business, and future market opportunities, and developed a new brand image strategy to relaunch the brand for coming decades. The new brand strategy culminated in the new FD identity, tagline, and communication materials from product catalog to website. The new visual design system effectively communicates the lifestyle brand to its different business segments and customers.