Why These Agency Execs Went Through Hell to Get Naked in These Ads (SFW)

A rebranding that's more than skin deep

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

Rebranding is rebirth. New York design and marketing firm Mode Design Group—which today becomes full-service agency Viceroy Creative—took that notion pretty seriously, as its principals posed for rebranding ads stark naked, fresh from the brand ID womb.

The concept—an intentional echo of Stefan Sagmeister and Jessica Walsh getting naked for the 2012 announcement of their partnership—is fun and provocative. In practice, it wasn't so easy. Any rebranding has to be perfect. And more than anything, that meant getting in impeccable shape for the photos—shot by Robert Wyatt, who also photographed the "Equinox



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