One pioneer of this approach was an American working in England, E. McKnight Kauffer, who was one of the first designers to understand how the elemental symbolic forms of Cubist and Futurist painting could be applied to the communicative medium of graphic design. Throughout the first half of the 20th century, his posters, book jackets, and other graphics achieved an immediacy and vitality well-suited to the fast-paced urban environment in which his visual communications were experienced.