The story of the lucky number 7

Brand Identity | Packaging

We were delighted when tennis champ Andy Murray’s new management company, 77, approached us to create its brand identity.


The number is rich in significance for the Murray camp; it has been 77 years since a British man won the Wimbledon singles title, and Andy’s landmark victory also fell on the 7th day of the 7th month.

Keeping in theme, we created an identity that uses seven auspicious 7s to form a constellation, referencing the agency’s commitment to managing star talent in the future. While we chose to move away from sporting imagery for a more corporate feel, the tennis-ball yellow of the typeface offers a subtle nod to Andy’s prowess on the court.

The MoralDestinies written in the stars.