SCENT IDENTITY DESIGN
ROI Group
An identity that is not only seen and heard, but also breathed in, experienced, and remembered. ROI Group’s Scent Identity was created to accompany those who write tomorrow, transforming values and vision into a sensory experience.
ROI Group
2025
Olfactory Branding
The Project
In 2025, ROI Group entered a crucial phase of its evolution: a profound and visionary rebranding destined to redefine its cultural presence and its role within the landscape of leadership, education, and impactful communication. A historic moment, officially celebrated during the Leadership Forum on 14 and 15 October 2025 at Teatro Arcimboldi in Milan. It was a work of visual, verbal, and philosophical transformation. At the same time, it marked the introduction of a new language: the invisible language of Scent Identity. For a knowledge ecosystem such as ROI Group, which connects minds, visions, ideas, and cultures, fragrance could not be a mere accessory. It had to become an olfactory manifesto, an emotional architecture, a bridge between values and perceptions, between rationality and the intangible. Fragrance as a cultural medium: a new way to express who we are and where we are going.
ROI Group: A Knowledge Ecosystem That Inspires Transformation
ROI Group is a catalyst for ideas and experiences. For years, it has inspired leaders, managers, businesses, and communities to grow, innovate, and transform. It is not simply an events hub, but a living cultural laboratory where thought meets action.
Its different souls come together in a symphony:
- Performance Strategies & Life Strategies — events featuring some of the brightest minds on the planet
- InSpeaker — speakers, formats, and the design of high-impact events
- ROI Comunicazione — the agency led by Andrea Fontana, specialising in narratives and reputation
- Life Strategies — transformative learning journeys for personal growth
- ROI Edizioni — a publishing house that shares some of the most authoritative and innovative voices on the international stage
This is something that goes beyond event organisation: ROI Group connects communities, creates transformative experiences, and builds bridges between business, social sciences, the humanities, publishing, and communication.
The tagline – “For those who write tomorrow” – encapsulates the Group’s vocation: to stand alongside those who do not simply observe the present, but choose to shape the future. The “O” in the logo, understood as a space that welcomes, does not invade but amplifies presence, relationship, and energy. The brand identity lives in the balance between solidity and openness: understated authority and innovative tension, never rigid. Added to this is a warm and vibrant Mediterranean aesthetic, capable of balancing masculine and feminine, dynamism and elegance. Every experience created by ROI Group aims to evoke emotion, impact, and connection, strengthening memory, stimulating connection, and generating empathy.
The Scent Identity
Smell is the most ancient sense, the one most deeply linked to memory and emotional transformation. For ROI Group, we translated values, mission, and vision into an olfactory architecture.
TOP NOTES
Citrus notes open with light and positivity: they represent the energy that guides us and the clarity with which we approach every project. Ginger brings with it the energy of the future, the desire to innovate and never stand still.
HEART NOTES
At the heart, we placed Bois de Rose, a symbol of wisdom and connection between visible and invisible worlds, because this is precisely what our work is about: creating bridges, transforming experiences into knowledge. Magnolia and lily of the valley infuse the composition with joy and lightness.
BASE NOTES
Vetiver and patchouli are our roots: solidity and presence, stability and reliability. Cashmere wood, meanwhile, represents our sense of welcome, the “O” in our logo that opens the way to those ideas, visions, and inspirations that illuminate the work of those who write tomorrow.
An Experiential Project
The fragrance was presented at Leadership Forum 2025 and diffused throughout Teatro Arcimboldi through:
- high-tech diffusers and sprays for interiors and fabrics
- branded glass diffusers with rattan sticks
- scented bookmarks for ROI Edizioni
An olfactory ecosystem that will accompany the logo and the brand identity from now on: across events, offices, publishing, educational experiences, and community life. A permanent sensory signature.
Results
The Scent Identity was perceived as:
- strategic innovation
- an iconic and coherent identity gesture
- a surprising, elegant, and visionary element
- a new emotional and cultural dimension of the brand
The audience welcomed it with enthusiasm, recognising it as an organic part of the new identity:
an experience destined to remain in the memory and in the future of the Group.
