ROI Group is an Italian company dedicated to training and inspiration. When we first met them, the Performance Strategies brand handled business events for C-level executives (like the Leadership Forum), InSpeaker was the speaker bureau, and ROI Edizioni was the publishing house.
It is a group with many different souls but with the ambition to grow in a structured way, building stronger equity, greater recognition, and memorability.
THE CHALLENGE
The heterogeneity of the brands resulted in different languages and identities. A deep-seated “reason why” and a clear strategic framework were missing to create internal cohesion and guide future growth.
The relationships between ROI Group, its sub-brands, and its event brands—each with different names and equity—were not clearly defined.
THE BRAND ARCHITECTURE
We aimed to build a unified platform that would enhance the ecosystem’s synergy, highlighting the uniqueness of each brand while also being ready to accommodate future developments without fragmentation.
We chose a Branded House model to concentrate equity and awareness on a single brand: ROI.
This model, while letting go of the more well-known Performance Strategies brand, favors the ability to communicate in a scalable and efficient manner, establishing a single point of contact for the B2B market and creating clearer synergies among the sub-brands.
THE REBRANDING
The heart of the rebranding stemmed from the purpose we co-created with the management team and experienced firsthand: ROI Group makes its mark on those who write tomorrow.
Every experience created by the group shakes up perspectives, ignites inspiration, and triggers transformation. Emotion and surprise are the key levers to make ideas memorable, and therefore tangible and actionable.
From this, the new tagline was born:
“For those who write tomorrow.”
A direct message to conscious, visionary, and focused leaders capable of shaping the success and well-being of their organizations.
THE UNORDINARY IDEA
The new visual language of ROI Group is born from the idea that the brand does not position itself as the protagonist of its offerings, but as an ecosystem where speakers, authors, participants, and readers are the true main players.
It is in the central “O” of the logo that this idea comes to life. The letter opens, splits, and transforms, becoming a visual gesture that embraces and amplifies those who want to write tomorrow, inviting them to be present with their own signature.
The logo becomes a symbol: it is an open invitation to participate in building the future, an act that underscores the mission to welcome, inspire, and support those who wish to make their mark.
Real content takes shape inside the dynamic “O”: quotes, faces, ideas, visions.
The brand thus becomes a living narrative device. And so, ROI Group doesn’t just talk about the future: it brings it to the stage.
The color choices also reinforce the brand’s authoritativeness and emotional impact.
The primary palette, dominated by a bright red that finds its intensity in contrast with black, recalls the brand’s legacy and the theater stage—a symbol of passion, determination, and presence.
The more vibrant secondary palette lends energy and versatility to the events.
"Finally, we can see who we are and where we want to go. The rebranding has allowed us to give shape to what we have always felt, but had never expressed so clearly and collectively."
IL LEADERSHIP FORUM
The rebranding was first unveiled at the Leadership Forum 2025 at the Arcimboldi Theatre in Milan and on the back covers of Il Sole 24 Ore and Corriere della Sera.
The ad campaign we envisioned summarizes the group’s new identity and its vision of leadership with an invitation to look forward, addressed to those who write tomorrow every day.
ROI Group is the ecosystem that supports the growth of top managers, entrepreneurs, and companies through major events (like the Leadership Forum or Julio Velasco Day), world-class speakers (ROI Speaker+), communication strategies (ROI Comunicazione), and editorial content (ROI Edizioni).
