Each font contains specific defining traits and characteristics from the time period they were designed. The ideology behind its development was to combine each font, while highlighting the best qualities of each letterform.

The photos in the campaign are cropped to create an intimate relationship with the viewer. Just as each letter of the font exhibits differences from one another although they are all made from the same four contributors, the human race contains an infinite combination of possibilities in appearances even though we are all people.

It also emphasizes the point that people are all entitled to the same rights as one another regardless of their sexual orientation, race, or gender. The fight for equality has been an ongoing battle for decades even though our country was founded on our right as humans for life, liberty, and the pursuit of happiness.