From flock to fashion: Serviceplan teams up with Hey to brand LGBTQ+ initiative Rainbow Wool

“Around 1 in 12 sheep are gay,” says global agency network Serviceplan, “but since gay rams can’t be used for breeding, it doesn't end well for them.” Together with Michael Stücke, an openly gay farmer from Germany, they transformed this insight into Rainbow Wool – a purpose-driven initiative that makes wool from gay rams into fashionable statements for LGBTQ+ rights, not only helping gay sheep, but also gay humans! As longtime admirers of Hey and their colourful approach, Serviceplan invited the Barcelona-based design studio to devise the corporate identity of the brand, Andy Wyeth, Managing Director of Creation at Serviceplan Cologne explains. “They developed the colours, logo concept, wordmark, and overall look and feel – providing us with a comprehensive toolbox. From there, we expanded into product design, website development, social media aesthetics, motion design, and the broader campaign visuals.” With a “provocative, cheeky, and unapologetically bold” image, their creative approach embraces activism and accessibility, turning a serious message about animal welfare and queer rights into a vibrant, engaging brand that shows how commercial creativity can be harnessed to address social issues.