 They further developed the style, for example Dan Friedman rejected the term legibility for the broader term readability.The increase in ornamentation was further developed by William Longhauser and can be seen through the playful lettering used to display an architectural motif in an exhibition poster for Michael Graves (To see poster).Another strong contributor to the New Wave movement was the Cranbrook Academy of Art and their co-chair of graphic design, Katherine McCoy.