I enjoyed seeing this typography take on EUPHORIA — but it made me think how certain manners of minds love to solve puzzles. But that is not the same for everyone. Designers love puzzles and subtle cues and multidimensional diagrams. However … that is a certain gift to construct the puzzles AND to read them as well. Hmmm.
It is like presenting something as “kind of wrong” to get your attention and to create cognitive dissonance. And then if you can solve the puzzle, you join the cult. If you remain in the frame of mind that it doesn’t make sense, then you put it in the “that was a bad idea” space. Like this show design with the swoosh slightly askew. Is it good? It def made me look.