This text is a collection of the most notable work of the British graphic design company "Why Not Associates" over the 1990s. Work featured includes party political broadcasts for the Labour Party, postage stamps, an installation design for a 300-metre typographic pavement, as well as book titles such as "Typography Now" and "In Soccer Wonderland". Rejected design ideas in combination with those implicated provide a wide range of examples of typographic experimentation and its fusion with photography.