PENTAGRAM REVEALS CODE-BREAKING TITLE SEQUENCE FOR RIZ AHMED'S BAIT

Summary from the TLDR Design newsletter

Pentagram's Luke Powell and Jody Hudson-Powell created a technically sophisticated yet emotionally meaningful title design for Bait, a comedy-drama by Riz Ahmed, using a color-filter typography system that reveals multiple meanings of the word “bait” to reflect shifting identity and perception. The design extends across the show's visuals, blending espionage aesthetics with deeper cultural and linguistic layers, and marks another milestone in the duo's influential, concept-driven career.