John Hassall RI (1868–1948) was a British artist, illustrator, and poster designer associated with the golden age of commercial art in the late 19th and early 20th centuries. Born in Walworth, London, he studied at the Slade School of Fine Art and continued his training in Antwerp and Paris, where he absorbed continental approaches to graphic design and illustration.
Hassall became widely known for his bold, simplified style, using strong outlines and flat areas of colour to create clear, eye-catching images. He produced numerous advertising posters, including work for London Transport and British seaside resorts. His most famous design, the 1908 'Skegness is SO Bracing' poster, became one of the most recognizable images in British advertising history.
In addition to commercial commissions, Hassall illustrated children’s books and magazines. He was elected a member of the Royal Institute of Painters in Water Colours and played an important role in art education, founding the Hassall School of Art in London, where he influenced a generation of illustrators.
