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TenSevenSeven is a new online brand, a premium offering from Michael Hill Jewellers, based on the premise that young couples seeking sophisticated, one-of-a-kind experiences don’t want to buy their engagement ring in a shopping mall. The brand was inspired by a pivotal moment in October 1977, the date founders Michael and Christine Hill lost everything in a house fire. But it was just the spark they needed to start the business of their dreams. Every detail of the design language is inspired by this spark, and the spark of passion between a young couple. From our wordmark, with the inverted v’s to signify flickering embers, to our typography scattered like ashes, our flame-like gradients, and our colour palette featuring charcoal, burnt sienna and light smoke. The brand identity was applied through every touchpoint of the customer journey, creating a world class experience for TenSevenSeven customers, from start to finish.