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 their status in the property development sector, we supported KDL by repositioning their brand to create an updated voice and visual system that would resonate with their focus on larger scale projects and amalgamations whilst still targeting both investor and owner-occupier markets:
Brand Strategy and Positioning: Work with KDL’s existing logo and brand elements to evolve the visual identity toward a more modern, corporate aesthetic to better align with their target audience.
Capabilities: Create branded applications that highlight KDL’s expertise, competencies and outcomes to support them in future development.
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.
The Plural solution.
 Public Relations |
Website content |
 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 were able to get an understanding of how KDL wanted to position themselves.
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, Residential and Community. 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.
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 their existing brand – shifting the aesthetic away from retail property and toward 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, the leadership team and the road ahead. These assets became the foundation in creating a comprehensive representation of who the group is and what they’re capable of.
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, delivering new development branding, sales collateral and communications materials as the group keeps expanding across South East Queensland.
Elevated Branding: The updated aesthetic of KDL’s brand applications reflects the team’s professionalism and conveys trust and credibility.
Strategic messaging: Professional and clear messaging positioned KDL as a genuine and sophisticated brand.
Website Content: The website now serves as a primary touchpoint and reference for KDL by helping communicate what they do, who they are and display their growing portfolio of developments.
