Deluca

INTEGRATED PROPERTY GROUP

Building a unified brand for long-term construction and property development success

Brand challenge: Aligning divisions and aspirations for future growth

Since 1994, Deluca Corporation has established itself as a successful mid-sized property development and construction firm. But by 2013, the company’s brand identity, internal culture, and marketing approach had not kept pace with its ambitions.

Deluca needed to evolve its brand—not only to position itself more competitively in a changing property market, but also to unify its Development and Construction divisions under a shared culture and clear vision for sustainable growth. Attracting the right people and generating internal pride and clarity around its purpose were also key goals.

Strategic solution: Uncovering a powerful and authentic brand platform

LloydGrey began with a research-led brand discovery phase, engaging internal and external stakeholders and analysing competitor positioning. We focused on identifying Deluca’s authentic ‘brand truth’—a foundation built not on generic corporate values, but on real qualities, motivations and beliefs that defined the company from the inside out.

The brand strategy centred around uniting the two divisions under a shared purpose, while identifying a distinctive brand space Deluca could genuinely own. This involved articulating both the visionary and practical sides of the business in a way that resonated with staff, clients and future partners.

A brand narrative focused on possibility and people

The brand looks beyond day-to-day operations to embrace the transformational impact of construction and development. The tagline “The future is ours to build” encapsulates this positioning—speaking to both ambition and responsibility.

Visually, the brand reflects Deluca’s dual perspective: elegant and bold, yet grounded and human. Striking graphics and warm, people-focused photography set the company apart in a competitive sector often dominated by cold, technical imagery. The look and feel is dynamic, stylish, approachable and inspired—positioning Deluca as a people-first business that builds with purpose.

Comprehensive brand rollout across internal and external touchpoints

The new brand was implemented across a wide range of applications—from residential and site signage to office interiors, communications, and marketing materials. LloydGrey also facilitated internal culture workshops and developed motivational tools to ensure the brand was embraced from within.

This internal engagement helped unify the business, strengthening the connection between team members, and reinforcing a client-centric mindset that considered end-users and enhanced the building experience in meaningful ways.

Measurable business results and deeper client relationships

The refreshed brand delivered immediate impact. It elevated Deluca’s presence in the construction and property development market, helped win new business, and attracted clients with similar high standards and values.

Client conversations became more focused and strategically aligned, and a clearer understanding emerged of the interrelationship between the two arms of the business—boosting both credibility and long-term partnership opportunities.

Revisiting the brand for the next phase of business evolution

Approaching its 30-year anniversary, Deluca re-engaged LloydGrey to review and refine the brand strategy for the next phase of growth as a fully integrated property group. With larger, more complex projects on the horizon, the goal was to simplify messaging for broader stakeholder engagement and update the brand story to reflect new objectives.

This included refining the brand’s core DNA and refreshing the brand manifesto, vision, mission, values, promise, and personality—ensuring everything was aligned with Deluca’s evolving future trajectory.

"Lloyd Grey has added the greatest value to the brief, firstly taking the time to understand our business, the Discovery Workshops were invaluable. Secondly, they also took the time...
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…to engage with internal and external stakeholders and get their honest feedback on the brand.

“The rebrand has been wonderful for culture within our business, it’s given our staff and senior leadership team the opportunity to understand the purpose of our business and understand the history of the business a lot more.”

Managing Director — Deluca Corporation