In 1942, Pittsburgh artist J. Howard Miller was hired by the Westinghouse Company’s War Production Coordinating Committee to create a series of posters for the war effort.
One of these posters became the famous “We Can Do It!” image — an image that in later years would also become “Rosie the Riveter,” though not intended at its creation. Miller based his “We Can Do It!” poster on a United Press photograph taken of Michigan factory worker Geraldine Doyle. Its intent was to help recruit women to join the work force. At the time of the poster’s release the name “Rosie” was not associated with the image.
The poster – one of many in Miller’s Westinghouse series – was not initially seen much beyond one Midwest Westinghouse factory where it was displayed for two weeks in February 1942. It was only later, around the 1970s and 1980s, that the Miller poster was rediscovered and became famous as ‘Rosie The Riveter.’