Forever Road

Thesis Project by F. Perano, G. Gattelli and I. Sabatino - Undergraduate course in Communication Design - IED Roma In collaboration with WeRoad

Academic year

2025/2026

A branding project developed with WeRoad that explores new travel opportunities for people over 50 through the creation of a sub-brand and an integrated communication campaign.

How can WeRoad attract travellers over 50 while staying true to the sense of community and shared adventure at the heart of its brand? This is the challenge Federico Perano, Giada Gattelli and Ilaria Sabatino address in their thesis project, developed in collaboration with WeRoad. Their solution is ForeverRoad, a sub-brand designed to bring the group travel experience to a new generation of travellers.

Through market research, competitor analysis and audience surveys, the three designers explore the travel habits, aspirations and expectations of people over 50, identifying new opportunities in the group travel market. Their findings inform the positioning of ForeverRoad, its visual identity and a travel offering that celebrates the freedom to explore and form new connections, moving beyond age-related stereotypes.

The students bring this vision to life through “Liberi di fare cose che non diresti…” (“Free to do things you'd never tell…”), a playful, irreverent campaign about breaking away from everyday roles and social expectations. They develop four concepts for video commercials, alongside outdoor advertising, print ads, social media content and radio spots, creating a consistent and recognisable identity across different channels.

The campaign also features Overline, an interactive street activation inviting people to anonymously share their most unconventional travel experiences through a specially designed telephone booth. These stories then provide the inspiration for Overline Talks, a podcast concept that extends the campaign's storytelling and gives the community another way to connect and share experiences.