Pentagram’s 2015 Holiday Card Up Side Down challenged clients, collaborators and friends to question their point of view by flipping the world map upside down. This simple act questioned the orthodoxy of the world map; itself a consequence of European explorers eager to place themselves at the centre of the earth.

The card was accompanied by the Up Side Down online quiz, which challenged users to answer 10 questions that each test geographical prowess and question the arbitrary nature of the world map.

The booklet and quiz mischievously play with the rigidity of the commonly accepted world map, which is increasingly at odds with modern GPS software that allows us to manipulate the space around us with a pinch of our fingers.