Brand Tone

Sophisticated, artistic, minimalist, and contemplative. The language is refined and direct, allowing the artwork to speak for itself. It maintains a professional and artistic distance, enhancing perceived value and seriousness.

Brand Values

• •Artistic Curation
• •Quality & Craftsmanship
• •Authenticity & Exclusivity
• •Connection to Place
• •Aesthetic Simplicity

Best Practices

• •Always make the photograph the hero. Use concise, evocative language that complements the image rather than overpowering it. The copy should serve the art, not the other way around.
• •Consistently mention "limited edition," "hand-signed," and "certificate of authenticity" in product descriptions and key communications to reinforce value and exclusivity.
• •Avoid overly trendy slang, excessive emojis, or exclamation points. Keep the language as clean and considered as the brand's visual aesthetic. Words like "curated," "observation," "serene," and "contemplative" fit the tone well.
• •Instead of hard-selling, share the inspiration or the feeling behind a photograph. Phrases like "raw observations from life on the road" create a narrative that is authentic and compelling without being forceful.
• •Every piece of content, whether on Instagram, the website, or in an email, should align. The clean, high-quality photography must be matched by polished, professional, and minimalist copy. This creates a seamless and trustworthy brand experience.

Social Perception

The brand projects an image of a high-end, trustworthy source for fine art photographic prints. Customers are drawn to Adam Gibson's aesthetic and the promise of a premium, lasting product. The target audience includes discerning individuals interested in interior design, art collection, and minimalist aesthetics.

Copy Examples

• •New to the collection: 'Tidal Calm'. A quiet moment captured on the southern coast. Limited edition, signed prints available now. Discover the story behind the stillness. #ArtForYourWalls #FineArtPhotography #AdamGibson #MinimalistHome #AustralianArt
• •Title: Long Cloud. This piece captures the expansive and serene landscape of the high country. A fleeting moment of light and shadow, 'Long Cloud' transforms a space with its quiet, contemplative mood. Each giclée print is produced on archival paper to ensure depth of tone and longevity, and is personally signed and numbered by Adam Gibson. A statement of raw, natural beauty for the modern collector.
• •Subject: Curated for Your Space | Inside the Latest AG–EDITIONS Collection
• •Headline: Art That Endures. Sub-headline: Discover limited edition photographic prints by Adam Gibson, curated to bring the beauty of raw observation into your home. Free shipping across Australia.
• •From the artist's lens to your wall. Quality in every detail. 'Jurassic'. A new perspective. Elevate your space. Shop the collection.