KDL Property Group.
KDL Property Group is a Queensland-based property developer focused on innovative land development and integrated home construction across South East Queensland.
Founded by Managing Director Kent Leicester, KDL has grown from early residential subdivisions into an integrated group with a substantial pipeline across the state’s key growth corridors. The 2022 launch of Ryse Construction enabled the group to manage every stage of delivery, from acquisition to completed homes.
With long-standing relationships across government, institutional investors and industry partners, KDL has established itself as a trusted name in the delivery of public and private sector housing solutions.
Repositioning a growing group — and building a brand system to match.
To more accurately align with its status in the property development sector, Plural supported KDL by repositioning its brand and creating an updated voice and visual system that would resonate with its focus on larger-scale projects and partnerships, while still supporting individual residential communities.
Brand Strategy and Positioning: Work with KDL’s existing logo and brand elements to evolve the visual identity towards a more modern, corporate aesthetic, while developing a naming and branding framework for individual projects across its growing portfolio.
Capabilities: Create branded applications that highlight KDL’s expertise, competencies and outcomes to support future development and business opportunities.
Website Content: A restructured corporate website with clear information architecture and messaging tailored to a B2B audience, communicating KDL’s integrated delivery model and sector expertise with confidence.
Ongoing Communications: Build KDL’s market profile through an ongoing program of public relations, website news, LinkedIn, case studies, project content, photography and video.
The Plural solution.
 Public Relations |
Website content Media relations |
 Branding |
Brand Strategy Positioning Brand Guidelines |
 Design & Creative |
Video Imagery Brochures Sales Plan EDM Design Signage Capability Statement Graphic Maps |
 SEO |
SERP Analysis Keyword Strategy Website SEO |
 Website Design & Development |
Information architecture (IA) Website development User experience (UX) User interface (UI) Analytics integration |
The Plural solution.
Discovery and Positioning
Plural worked closely with the KDL leadership and marketing teams to understand the group’s structure, ambitions and long-term vision before actioning any applications. Through conversations and an audit of existing brand and communications, we developed an understanding of how KDL wanted to position itself.
From there, we built out a repositioning strategy, content framework and communications roadmap, all anchored in KDL’s core B2B focus and where the group is heading.
Structuring the Brand Architecture
One of the key strategic moves was organising KDL’s multiple business functions into three clear pillars: Land, Homes and Commercial. This gave the brand a logical framework, built to support the business today and grow with it over time, and shaped everything from the website’s information architecture to how the Capability Statement captures KDL Property Group.
Plural has extended this thinking across KDL’s expanding development portfolio, developing individual project names and brands while establishing an overarching naming convention that creates greater consistency between projects and a clearer connection to the KDL group.
This provides KDL with a scalable brand architecture that can accommodate new projects, locations and opportunities as the business continues to grow.
Brand Application — Modern, Sleek, Corporate
KDL’s existing brand identity was kept intact, but Plural guided a meaningful evolution in how it was applied. The work was more about elevating the existing brand, shifting the aesthetic away from retail property and towards visually communicating the confidence and seriousness of an established and growing developer.
The outcome is a clean, dark-toned visual language with strong typography, purposeful use of space and KDL’s signature orange used with restraint.
Corporate Capability Statement and Website
The KDL Capability Statement and website redesign were pivotal assets in bringing KDL’s evolved identity to life. These applications cover KDL’s vision and values, development methodology, the Ryse Construction story, government partnerships, project portfolio, leadership team and the road ahead.
These assets became the foundation for creating a comprehensive representation of who the group is and what it is capable of.
Building KDL’s profile
Plural’s role has grown into an ongoing communications partnership supporting both the KDL corporate brand and its expanding portfolio of projects.
An active public relations program identifies and develops stories around new acquisitions and projects, development milestones, government and industry partnerships, housing delivery, company growth and KDL’s people.
Plural also produces regular website news and case studies, building a growing body of content that demonstrates the scale and breadth of KDL’s work while strengthening the website as a source of current and authoritative information about the business.
Creating an ongoing content presence
Plural manages KDL’s LinkedIn content, using project milestones, company news, partnerships, events, team stories and industry insights to maintain a consistent presence with the audiences that matter to the business.
Photography and video are incorporated throughout the program to bring KDL’s projects and people to life, with content developed for use across the website, LinkedIn, media, presentations and other marketing channels.
This integrated approach allows individual stories and assets to work across multiple channels rather than being created for a single purpose.
The results.
KDL now presents to the market in a way that genuinely reflects the scale and maturity of the business. The repositioned brand clearly communicates the group’s three service pillars and establishes KDL as a credible, integrated partner for government and institutional housing delivery.
Plural continues to work with KDL on an ongoing basis across corporate and project branding, public relations, content, digital communications, video and marketing collateral as the group expands across South East Queensland.
Elevated Branding: The updated aesthetic of KDL’s brand applications reflects the team’s professionalism and conveys trust and credibility, while a consistent approach to project naming and branding provides a framework for the growing development portfolio.
Strategic Messaging: Professional and clear messaging positions KDL as a genuine and sophisticated property and housing delivery business.
Website Content: The website serves as a primary touchpoint and reference for KDL, communicating what the group does, who it is and showcasing its growing portfolio of developments, supported by a regular program of news and case study content.
Growing Market Profile: Ongoing public relations, LinkedIn and content activity provides KDL with a consistent voice in the market and creates opportunities to showcase its projects, partnerships, people and growth.
Integrated Content: Photography, video, media, website and social content work together to create a growing library of high-quality material that can be used across KDL’s corporate and project communications.
