What’s up top? aims to encourage imagination, creativity and lateral thinking. The book focuses on the concept of something being at the top of a ladder – but what? For the cover, a hand-drawn ladder was used as the central motif, with the addition of a frog at the bottom of the page to draw the reader in and hint at the absurdist content within. The internal design and typography was kept simple, using soft coloured backgrounds that complemented the illustrations and created continuity throughout, and left space for play and discovery within the readers mind.