“I Vote Because…” is a U.S.-based, non-partisan campaign to register voters and get out the vote in November 2018.
The concept is simple: photograph individuals and ask them why they vote. The project goal is to encourage anyone feeling left out of the political system to raise their voice and exercise their right to participate in the voting process.
TOKY used Timmons NY throughout the campaign for its urban, chiseled feel, which is condensed yet legible at a large scale. The font is appropriate for communicating a serious issue, but still approachable and confident. It is paired with another condensed typeface: Kapra Neue.
The campaign is promoted through posters, social media, a website, and more. In select cities across the U.S., the campaign will be deployed in bus and rail stations, houses of worship, community centers, and schools.