TractorBeam is a quarterly speculative science fiction magazine published by Tractor, a beverage company dedicated to fostering regenerative agriculture, that showcases visions of hopeful futures on our planet. Commissioned to develop a visual identity and online platform for the publication, we looked down into the Earth itself for inspiration.

The identity uses a motif of geological strata to speak to the magazine’s “soilpunk” ethos and the vital role soil plays in the future of our planet. These strata appear across the Tractor Beam site and larger brand, holding content and at times expanding to reveal new layers of information.

As the user moves down through the site, these strata support the feeling of digging deeper—into the many rich stories presented by the publication, and into the Earth itself.

Each issue of the site has a discrete landing page distinguished by a unique color and display typeface. An above the fold cover treatment was designed to accommodate graphic imagery that layers over the issue background and masthead.

Each issue’s display type also appears across story headlines and dropcaps. Nearly all copy across the site is set in a deep brown color to subtly evoke rich, healthy earth.

Each story is annotated by commentators who contextualize its themes and details through the lens of their area of expertise. This commentary can be toggled on and off based on the reader’s preferences.

We art directed the first issue of the publication with the goal of establishing an eclectic visual voice that balances speculative themes and centers the human hand, while leaving room for future experimentation. Subsequent issues have been art directed by Elizabeth Goodspeed.

Beyond each issue landing page, the site can also be explored through an index of contributors, key words, and themes.

Designed with Mark Pernice & Drew Litowitz
Founders and editors: Lana Z Porter & Claire Gustavson
Issue 2-5 art direction: Elizabeth Goodspeed
Creative development: Maria Adelaide
Project manager: Cody Moy