Derek Donatelli

Keller Williams Luxury International


Jpeg Logo black (2).jpg
Jpeg Logo gray (2).jpg


Derek Donatelli wanted to solidify a brand experience through aesthetics. He tasked Francesca Ragucci Marketing to develop an impeccable visual brand to use online. A logo is a distinguishable impression how you related to your clients which in turn represents the way you show up in business. The creation is a text based logo with the embodiment of sophistication & bold energy.


Phase 1: elements in black & white


logo submark black png.png


Phase 2: Font Selection

Playfair Display SC.png

ABOUT THE FONT: This font represents elegance. Entering a brand with Playfair Display SC as the leader redefines excellence of the brand attuned with a rich experience. This font is masculine prominent by boldness, serif, shape & orientation.  



Phase 3: color selection

color selection.png


The color gold is the color of success, achievement and triumph. Associated with abundance and prosperity, luxury and quality, prestige and sophistication, value and elegance, the psychology of this color implies affluence. Optimistic and positive, gold adds richness and warmth to everything with which it is associated - it illuminates and enhances other things around it. Confident, passionate and eye-catching, gold draws attention to itself.



Black is a symbol of power, authority & strength. Black stands for sophistication, weight, and seriousness. Black is timeless and effortlessly stylish. Black is visually heavy. Its message is therefore very strong.  Other associations of black include intelligence & professionalism. As a deep and serious color, black can direct communication in a powerful way.



Phase 4: additional Elements

OVER LAPPING LETTERS- When there is depth to a logo, the idea of motion gets communicated, as well. This allows the logo to stand out and capture the attention of the target market. Using an overlapping technique can make a great difference. 

logo submark black jpeg.jpg

LINE- Horizontals stand for tranquility, community, silence, and composure. They have a calming orderly effect that can help to soothe. A horizontal line promotes trust.

Jpeg Logo black (2).jpg


Phase 5: Deliverables