what we have here?
1- european influence,
2- american energy,
3- color, shape tone interacting with layering sequence, drop-outs, overlays, and other processes,
4- a carefully manipulated vocabulary,
5- overall simplification, the message tells the story.
From AIGA:
Through the 1930s and 1940s Beall produced innovative and highly regarded work for clients including the Chicago Tribune, Sterling Engraving, The Art Directors Club of New York, Hiram Walker, Abbott Laboratories and Time magazine. Of particular interest was his work for the Crowell Publishing Company which produced Colliers magazine. Also of interest in this period are the remarkable poster series for the United States government's Rural Electrification Administration.