Arzanà started in 2008 with the entrepreneurial mission to build the first high quality, international shipbuilding pole in Venice. The company takes its name from the ancient Venitian Arsenal, a Byzantine shipyard founded in 1104 that was responsible for the bulk of the Venetian republic’s naval power during the middle part of the second millennium AD. On April 21st, 2012 Italian shipyard Arzanà Navi successfully launched Nativa, its first exceptional flybridge sailing sloop, in response to a growing demand of sailing yachts that combine performance with the comfort and layout of a motor yacht. Built in aluminum and designed by world-renowned Tripp Design, the 48m, certified environmentally friendly, luxury, superyacht was launched and unveiled at the America’s Cup World Series regatta at the Arsenale in Venice, Italy. It represented a tribute to the city and its historical naval tradition as well as the perfect location to announce the establishment of a new breed of sailboats that blend lifestyle and sport.
I analyzed the yacht market and performed a competitor analysis in order to identify the main corporate communication actions needed to penetrate the market. I worked on Arzanà’s identity system and designed the first company logo, including lettering, which stylishly resembles the distinctive shape of the superstructure in the first superyacht Nativa as well as the horizon where the initials of Arzanà Yachting rise from. I also created a draft of the business pitch, developing an overview of the business model in order to present it to prospective investors. In addition, on behalf of Arzanà Navi, I had the opportunity to be a visiting professor for a Master’s course in International Marketing and Communications supported by the UPA at Ca’ Foscari of Venice. I coordinated the students on a project where they had to analyze the market, establish a strategy and develop a creative campaign for Arzanà Yachting.
Photos, Video & Nativa’s book: Arzanà Navi’s public online archive