A brand new approach at this natural park, located in García, Nuevo León, called Grutas de García. This magical place will thrill all who wander inside of its cave. An adventure to be awaited by families, hikers and all curious minds.

And now… my thesis project! ◡̈ A rebranding for LAS GRUTAS DE GARCIA. A place filled with magic, knowledge, mobility and natural preservation.

This project was made side by side with my incredible teammates and friends: Carolina Ibarra, Bárbara Belden and Balbina Camargo.

We made extensive research about the park’s visitors and clients, the rock formations inside the Grutas’ cave and the history behind the park.

Not only did we do a rebranding, but we also developed a strategic plan for the park’s marketing, events, merchandise and services ◡̈

I personally had a lot of fun with this project and I’m really proud about the results!

THE ICONS

The four icons represent different aspects and impressions that visitors experience when exploring the Grutas de García. Each icon was designed using a grid-based modular system.

• The Cable Car: Symbolizing mobility within and around the park, the cable car is an essential part of every visitor’s journey. The design is inspired by the actual cable car found in the park.

• The Book: Representing the knowledge and wisdom gained during the visit, this icon embodies the rich history contained within the caves of the Grutas de García.

• The Tree: A symbol of preservation and nature, this icon reflects the biodiversity found within the park and the cave itself. The design is inspired by the park’s lush vegetation.

• The Gem: Representing the magic within the cave, this icon highlights the science and alchemy behind the formation of stalagmites and stalactites. The design aligns with the concept developed for the park’s rebranding.

THE GUARDIANS OF THE CAVE

We created and animated a story to capture the magic of visiting the park. Legends and mythology play a vital role in shaping culture and bringing places to life.

The legend of the Guardians of the Grutas de García has been passed down for generations. Each guardian is responsible for a different aspect of the park, representing the same four essential pillars as the icons described earlier.

Today, they rest within the caves, waiting for the moment they are needed once again. No one—except for a lone priest—has ever seen them in person.

LOGO DESIGN / ANIMATION

WEBSITE DESIGN

This thesis project was made along with:
- Carolina Ibarra
- Bárbara Belden
- Balbina Camargo
Supervision and advising by:
- Julian Iñiguez
- Sergio Trujillo
- Rolando Angulo
- Eduardo Guizar

ABOUT

I would like to sincerely thank the amazingly talented team I worked with, the office of OSETUR Nuevo León for joining us as our thesis clients and, of course, the professors involved in this project, their knowledge and advice was a key attribute to this project.