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Project Information
Brique par Brique is a Montréal non-profit focused on building
affordable housing and community spaces. Applied Archive Atelier
developed a fundraising campaign to help them raise $5M toward a new
community center — funded not through traditional donations, but
through community bonds, where investors receive a percentage return
on what they contribute.
The campaign concept centers on absence. Geometric overlays obstruct the
faces of people in the imagery, creating an immediate sense that something
is missing. The discomfort is intentional — it calls the viewer to act,
to fill the space, to become part of the picture. The bricks reference
the building itself, the organization's name, and the idea that every
person in the community is a piece of something larger being built together.
The visual language is joyful and inclusive, reflecting the client's goal
of inspiring people to show up as the best version of themselves. To bring
that sense of action into the physical materials, the posters included
tear-off tags — like a lost-dog flyer or a neighborhood notice — with
investment information. It's a familiar, accessible format that made participation
feel tangible and immediate, turning a campaign poster into a direct invitation.