The brand architecture strategy for PegasusLife involves creating individual product brands for each development, endorsed by the parent brand, PegasusLife.

This strategy enables the company to draw out all the unique features of the bespoke architecture, feel naturally in keeping with the culture of the local neighbourhood, as well as speak directly to the tastes and preferences of those who are likely to want to live here. This strategy is a key differentiating aspect of the PegasusLife approach and unlike its competitors, takes the focus away from them as the developer and puts it onto what truly matters to the people who will live there.

Smith Dawson advised on the brand architecture and are responsible for the creative strategy and producing all applications for all twenty of the development sub-brands the company has launched to date.