Wait For It is a quarterly magazine that looks at the futurism of the past and examines what it can tell us about history, progress, and human nature. An interdisciplinary publication exploring science, technology, culture, and society, the magazine seeks to reach a 25–45 year old audience with college education or simply a lifelong interest in learning.
Cleanly laid-out covers and interiors place the emphasis on eye-catching cutouts, collages, and vintage imagery; this visual style creates opportunities to relate and juxtapose the past and present. The distinctive logo, with its elongated ligature, structures the contents with wry wit.
Smart, conversational, critical, curious
Recognizing human change and progress as a common thread between history and futurism, Wait for It appeals to a curious audience interested both in the past and forward thinking.
Wait for It uses a 12-column grid with clean typesetting optimized for easy reading, allowing the magazine’s ideas and imagery to take center stage. Scale play, bright colors, and a touch of surrealism activate diverse visuals that combine in unexpected ways.
The clean-but-eclectic visual style of Wait for It carries over to its website, with the logo adapted to frame the top navigation. Online, the magazine mirrors its print articles and additionally offers interactive content and video essays. Calls to subscribe appear throughout the site. Visitors can get a taste with two free articles per month, while subscribers get unlimited access.