In 1915, the legendary director of advertising for the London Underground, Frank Pick, offered a poster commission to a young but rising artist from a broken home in Montana named Edward McKnight Kauffer. It was the beginning of a multi-decade collaboration resulting in one of the most successful poster series of all time.
Kauffer would indeed become the most important posterist in Britain between the two World Wars. Like Cassandre, he was familiar with all the Modern art movements, and could use all its idioms to create designs that were unique and fresh. Reigate, one of his earlier designs, in its flat colors, simplified shapes, and charming delicacy showed Kauffer's roots in California scene painting and love of Van Gogh and Japonisme.