The We Can Do It! Rosie the Riveter Poster is a cultural icon representing the women of the U.S. who worked the assembly lines during World War II. In recent years, the feminist movement has taken up this image of the self-empowered woman as an icon of their own. Originally designed by J. Howard Miller, this world-famous image started life at the Westinghouse Corporation where it was only supposed to be exhibited for two weeks. Some sixty years later however, Rosie has become a fixture in the American consciousness.