In October 1977, Michael and Christine Hill lost everything in a house fire. That was the spark that inspired them to finally start their own business. Today, Michael Hill Jewellers has 281 stores in malls worldwide. But their retail success has created a new challenge. For young, style-conscious couples, wearing a ring from Michael Hill was considered engagement suicide. Inspired by the events of October 1977, we created TenSevenSeven, a whole new brand dedicated to luxury engagement rings. Our design language was inspired by the spark, and the fire, that started everything. From our brandmark, with the inverted V’s to signify flickering embers, to our typography scattered like ashes, our flame-like gradient, and our colour palette featuring charcoal, burnt sienna, fire, and light smoke. High end, editorial-style photography catapulted our brand into an aspirational space – sophisticated, with a spark of edginess. Our one-of-a kind digital ring builder gave customers complete freedom to design and price their dream ring at home, without any intimidating store visits. Customers then completed their ring in the real world with the help of a diamond expert.