El Capricho, also known as Villa Quijano, is one of the few buildings Antoni Gaudí completed outside Catalonia. Built in Comillas between 1883 and 1885 for Máximo Díaz de Quijano, it is laid out to follow the sun from room to room, which earned it the nickname of the architectural sunflower. Today it is run as a cultural space that welcomes thousands of visitors a month, from families and school groups to international tourists. Its image had not kept pace with that role. The brand needed to work across tickets, signage, workshops, merchandise, digital channels and the building's 140th anniversary, and it had to do so without ever competing with the building it represents. The question was how to change the image of a Gaudí building, and who should be part of that decision.