(Image #4) Photo Courtesy of Ruby Falls, (Image #1) Photo by Sam Fentress / Courtesy of Ruby Falls
Lara Caughman, Corporate Communications Manager
Ruby Falls is a cavernous attraction, located deep in the heart of Lookout Mountain, which features the longest publicly accessible underground waterfall in the United States. According to Lara Caughman, corporate communications manager for Ruby Falls, while some aspects of their branding are set in stone, others continue to evolve – much like the natural wonder that first put this attraction on the map.
“Ruby Falls’ brand identity is woven through everything we do. The spirit of adventure, discovering wonder, and connecting to nature is a dynamic force behind each touch point,” Caughman explains. “We can easily trace this brand identity all the way back to the beginning, to the decade of planning prior to the discovery of Ruby Falls in 1928. It’s in our DNA.” According to Caughman, advancements in photography and the advent of colorful advertising shaped Ruby Falls’ visuals into what they are today, with fun, earthy tones, stunning images of the waterfall, and graphics that feature compasses, maps, and other symbols of adventure. This theme carries guests through every moment of the Ruby Falls experience, from website clicks to in-person visits.
The brand identity that Ruby Falls has curated goes far deeper than the surface level, however. “This identity motivates team members behind the scenes and in guest interactions. It shapes how we share our story on social media and the architectural design of our venues, and it is the basis of all of our messaging and brand experiences, whether in ads and billboards, signage across our campus, large-scale murals, social media content, and in-person guest experiences at the park,” says Caughman.
As they come up on their 95th anniversary in December of this year, Ruby Falls continues to enjoy their reputation of being an adventure for the whole family, and their branding has always made that clear. “A consistent brand identity steered our company through the Great Depression, recessions, changes in ownership, fuel shortages restricting travel, company expansions, significant changes in the advertising industry, and most recently, a global pandemic. While our brand’s marks are refreshed for relevance, what is at the core of our brand identity is timeless, and it propels us forward,” Caughman concludes.