Gibson’s visual storytelling reflects its classic American brand identity, with an emphasis on craftsmanship. In photography, raw materials such as leather, wood, brick, and metal abound in the setting, presenting as clean and refined, even when aged.

The lighting is moody, with enough shadow to accent the arched tops and other subtle contours and curves. Instruments should be shown in their entirety, or as a body only, or in closeup detail — never a partial neck or haphazard crop. The lens is in the portrait range, 35 - 70mm. When people are seen, they tend to be in a professional setting: the studio or stage.