Meticulous Execution

Youthful, energetic, gritty and alternating between light and dark, the visual identity conveys all the excitement, wonder and adventure of Howe Caverns, with an invitation to “go underground”. It is supported by dramatic photographs from the cavern, along with images of people engaged in the many activities available on the surface. We redesigned and enhanced the website and launched a new media creative campaign for transit and online advertising. We dramatized the underground experience, provided vivid descriptions of a trip inside the caverns, and employed online messaging and search engine functionality to get the message out to a young audience.