Why do designers showcase the entire alphabet in a case study for a branding project? You did not create the typeface. It's not an original typeface. It doesn't serve a purpose. Is it because, dare I say, design is a meme that must resort to memes in order to survive?
Because it looks cool as all hell, helps tell the story of the project, clears up differences between alternate cuts, is there so people don't have to google it, etc.
Industry standard practice bruv