The Poetry of Soil and Science

In 2018, I developed the foundational identity for TATA, a pioneer in compacted earth in Mexico. In 2025, on its tenth anniversary, we revisited the brand to realign its visual language with its evolution.

What began as a practice centered on mosaic production had matured into a material authority, expanding into compacted earth systems, consultancy, and interdisciplinary collaboration.

The challenge was to refine and reposition.

To reflect TATA’s investigational character, I created a modular publishing structure composed of distinct yet interconnected formats: field notes, quotations, research fragments, and project archives.

The system follows a scientific clarity while remaining materially flexible (adaptable to letter and half-letter formats, able to exist as a simple bond print or as an embossed postcard without losing coherence).

Each built work is documented through an editorial framework titled Project Archive. These archives combine conceptual foundations, material research, process documentation, and final photography — positioning TATA not as a product brand, but as a research-driven studio.

Every archive is then preserved inside a custom-designed box containing the printed book and elements gathered from the site: soil, stone, polaroids, fragments.

Parallel to this, I initiated Mineral Archives, an ongoing research series exploring relationships between earth and culture across geographies and history. Each chapter informs and subtly directs TATA’s future investigations, positioning research as strategic infrastructure rather than content.

The digital catalogue was redesigned as an evolving record organized by geographic chapters. Because TATA works directly with natural materials, availability shifts according to extraction cycles and context. The catalogue reflects this living condition — functioning as both commercial tool and material archive.

TATA today operates as a system: research, territory, and matter in continuous dialogue. The identity is not fixed; it is structured to evolve.

Digitally, I structured the verbal architecture and communication logic for Instagram and public-facing platforms: defining section naming, tone, and narrative sequencing to ensure continuity between research, practice, and audience.