A major internal communication project that involved the entire ITA Airways team in a collective narrative, uncovering the values that motivate and guide people every day. Like true emotional engines, these values propel the company toward new milestones.

Arsenale23 identified key words that seem ingrained in ITA Airways’ DNA from the very beginning (RESPONSIBILITY, SUSTAINABILITY, IDENTITY) and transformed them into value-driven posters to be shared with everyone. These became the foundation for a high-impact communication campaign—a year-long storytelling initiative focused on core values. The project was developed through various channels: DEM, landing pages, internal posters, workspace redesigns, vox-populi videos, video idents for corporate LED walls, workshops, team-building activities, and a grand finale event featuring a special guest appearance by Lillo.