Las Pozas, the Edward James Sculpture Garden, stands among Mexico’s most extraordinary surrealist landmarks — a place where architecture and nature merge into a living dream. Nestled in the lush Huasteca Potosina region, this National Artistic Monument attracts art and nature enthusiasts from around the world.

The project’s mission was to reimagine Las Pozas’ visual identity to reflect its surreal spirit and cultural depth while enhancing its resonance with modern audiences. The goal was to design a cohesive, contemporary system that celebrates the harmony between structure and landscape — preserving the site’s legacy while making it relevant, inspiring, and memorable for today’s visitors.

The old logo used a simple serif type and underline, offering clarity but lacking connection to the surreal, organic spirit of Las Pozas. Its formal, static style didn’t reflect the garden’s dreamlike fusion of art and nature — inspiring the need for a more expressive and immersive redesign.

We began by studying the garden’s unique architectural forms, botanical diversity, and mystical atmosphere. These elements informed a visual language built around organic geometry, soft gradients, and a natural yet surreal color palette. The identity bridges opposites — structure and wilderness, order and imagination — to echo the emotional duality of the place.

The Las Pozas rebranding journey celebrates the harmony between surreal art and nature’s organic beauty. By blending architectural symbolism, natural textures, and a balanced visual system, the new identity breathes new life into an iconic cultural landmark. It not only preserves Edward James’s visionary legacy but also transforms it into a timeless brand experience — one that invites curiosity, creativity, and emotional connection with every encounter.