Rushmore Cave has been a Black Hills of South Dakota tourism icon since the 1950’s, providing tours to the public to showcase naturally made cave formations. Purchased by new owners in 2008, they decided the cave and all of its beauty was indeed amazing, but its brand and advertising was old and outdated. They wanted the advertising and marketing materials to reflect the fascinating formations that the interior of the cave provided its visitors. The new owners also invested a lot of capital into improvements in the visitor’s center and gift shop at the entrance of the cave and decided the new brand needed to be reflected in its new building as well.

At Ross Johnson Design Company, we started with re-branding the business logo. We followed this with newly designed stationery, brochures and print ads. At the same time, we designed interior and exterior signage, custom murals, loads of new billboards and apparel. We created their first website and added banner ads on tourism partner’s websites. All of this effort has had an amazing positive impact on the business. Rushmore Cave now has a cohesive, updated look that includes the advertising campaign and the building and grounds as well. The implementation of the new brand showcases the hidden gem that awaits all of its visitors and has made a positive impact on the bottom line as well.