BridgeCity
Oviedo Properties / 2024

Art Direction
Brand Identity
Print Design

Completed at Free Agency Creative

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Thesis is a mixed-use residential project developed by Alabaster Homes, a boutique developer recognized for its thoughtful, community-driven approach. The project brings together residential living and Pavilion, a curated co-work concept, realized in collaboration with renowned architectural firm Yamamoto Architecture and interior design studio Ste Marie. Rooted in the Langara neighbourhood, Thesis draws subtle inspiration from its proximity to Langara College, positioning the development as both an intellectual and emotional expression of contemporary living.

While at Free Agency Creative, I led the creative direction and design of the Thesis brand. Working closely with an internal design team, I guided the rollout across all touchpoints while personally crafting key deliverables, including the core brand identity, brochure design, and the art direction for the video and photography campaign.

Brand Identity

The name “Thesis” anchors the project in both place and idea—a reference to its academic surroundings and the layered, mixed-use nature of the development. The brand departs from conventional real estate marketing, embracing a softer, more romantic tone that feels curated, introspective, and quietly confident.

Conceptually, the brand is positioned as a living embodiment of meaningful moments—an exploration of how space shapes experience. Central to this was the development of a series of thesis statements, each tied to one of the project’s core pillars: culture, location, and form. These statements became both a narrative device and a structural framework, informing messaging, layout, and visual storytelling across the campaign.

Content Strategy & Campaign

The campaign was designed to feel intimate, aspirational, and slightly whimsical—an intentional shift from traditional project marketing. We built a narrative around two friends, using a series of charming vignettes to convey a sense of lived experience within the space.

I was deeply involved in the development and execution of the video and photography campaign, leading everything from initial storyboarding and concept development to wardrobe styling and on-set art direction. Despite working with a modest budget, the focus on detail and storytelling allowed us to create a richly layered and emotionally resonant campaign.

Print Design

The print package extended the conceptual framework into a tactile, editorial experience. A custom folder system played with orientation and pacing, featuring a manifesto on the cover and three distinct “chapters” aligned with the project’s pillars.

Typography led the design, with a restrained yet expressive approach that reinforced the brand’s tone. The package was elevated through material choices, including fine art paper and a custom manila-style closure, giving it a crafted, almost archival quality. The brochure continued the collage-driven visual language, blending imagery and narrative to create a piece that felt both curated and immersive.

Team

Creative Direction: Tak Yukawa
Art Direction: Katie Dixon
Design: Katie Dixon, Jasmin Yip, Aly Mireau, Mackenzie Gooch
Copywriting: Frances Mcinnis
Photography: Adam Blasberg
Video: Andrew Ipe
Web Development: M'c Kenneth Licon
Sales Centre Production: Quarterhorse Solutions
Signage Production: Vancouver Sign Group
Print Partner: Hemlock

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HI, I’M KATIE.

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