Typography is service design. Letters render words, which ultimately render ideas communicated to each other. Typography defers to content.
As Beatrice Ward is famously stated in her essay The Crystal Goblet:
Type well used is invisible as type, just as the perfect talking voice is the unnoticed vehicle for the transmission of words, ideas.
Letterforms create visual associations and references. Some typefaces look like they were created with a typewriter, others hand-lettered, classic, vintage, playful, and so on.
Considering that its effect is determined by the interplay between content and form, presenting typography without content focuses on letterforms. Disassociating type from the meaning of language leaves nothing but the elemental building blocks: the letters.
Letterforms are the foundation of this project, elevating their status from the enumerated soldiers of language to the individual examples of artistic output. Letters maybe be parts of families, but they have their own personalities, painstakingly developed over time.