The paper is devoted to the study of urban identity and image-design as unique resources of the quality of environment, and actual means of increasing competitive advantages of the city and its investment attractiveness. The work includes identification of criteria of the qualities of environment, and peculiarities of the Russian comfort urban environment programs, analysis of specifics of regional identity and possibilities of design in the formation of creative authentic environment of the cities, as well as elaboration of the initiative projects for the city, regional images and codes of environment, forms of urban development and the author design. The project works of the "Irkutsk trade axis" / "Irkutsk quarters” not only create comfortable environment but suggest a concept of transformation of these territories into investment attractive “places”, combining possible commercial profit with the needs of the city and tasks of the modern life in the unique milieu of the historical city.