Will Bradley was very much influenced by William Morris. He was very prolific: in his life he designed typefaces, ran a graphic design consultancy, art directed for many magazines, wrote and directed a movie “Mangold.” Critics called him “The American Beardsley.” Often squeezed the type into a rectangular box. Bradley was the main man for bike ads. Incidentally, Bradley was one of the first to show how important graphic design was. He ran his own publication in Massachusetts in late 1890s, where he demanded that he design every ad. He also changed the cover with every issue, a practice that spread and is now the standard. From 1905 and on, he became enamoured with American colonial design and layout and devoted most of the rest of his career to pursuing it.