Natuzzi Italia has launched a communications campaign over the world to tell its brand story.

The Harmony Maker campaign incorporates a creative concept developed by GreyUnited that focuses on a key theme of fusing design and function. Product images for the campaign feature Apulia, a region in southern Italy that is home to Natuzzi headquarters.

“With our Harmony Maker campaign, we wanted to tell the story behind the product and share our deep-seated motivations, our very DNA,” said Pasquale Natuzzi, CEO. “We believe strongly in ourselves, in our 50-year history and in our ability to create beautiful spaces, because I am convinced that beauty is the secret to happiness. To help tell our tale, we drew inspiration from our homeland — our Apulia, our Muse.”

The campaign was devised by GreyUnited in conjunction with the marketing and communications management team and the Natuzzi style center. It has been developed over an integrated communications platform that focuses primarily on digital channels, but also will include print, television and social media outlets.

“This campaign is the first step on a steep work path that we first trod over a year ago,” said Pino Rozzi, CEO of GreyUnited. “Alongside our customer, Natuzzi, we have redefined the positioning of the brand globally, and made known to the public those unique and distinguishing features that set it apart. In a highly competitive context, it is precisely this hallmark and its roots sunk so deeply in the fertile soils of Apulia that makes the difference.”

*This article was published on furnituretoday.com