Crew Dog


A high-energy visual identity for the fastest-growing collegiate apparel brand in the US.

Visual Identity • Motion Graphics • Web Design

Product tags featuring mascot designs and their corresponding sounds



Crew Dog commissioned a comprehensive visual overhaul to match their rapid expansion in the collegiate market.


Identifying that the brand's cult following hinged on their distinctive, anthropomorphized mascot illustrations, I designed the identity to place these hand-drawn characters front and center, and to focus on their designs, their personalities, and their sounds.
Instagram posts featuring mascots, sounds, and messaging


The digital experience prioritizes the hand-drawn origins of the brand.


For the web redesign, I created an e-commerce interface that serves as a gallery for the character art. I also designed a corresponding motion graphic language for social media, where animations deconstruct the mascots to highlight the raw, illustrative quality of the original drawings before they become finished products.
Demo: The redesigned, simplistic Crew Dog website spotlights characters and products.


Promotional animation featuring the drawing process


I emphasized personality in the brand by visualizing the voices of the mascots.


To differentiate the brand from generic collegiate apparel, I introduced a playful system of onomatopoeia. Product tags, wrapping paper, and packaging feature the mascots alongside their corresponding sounds — “Woof!”, "Bark!”, “Snap!” — creating a multi-sensory unboxing experience that captures the loud, rowdy spirit of college sports.



Animation featuring mascot sounds



Wrapping paper featuring an all-over print of mascot sounds.


The new identity proves that a serious business can still have a sense of humor.

Next Project: IFPDA Print Fair Booth

I’m a graphic designer and student at Yale (’26)


I’m a graphic designer and student at Yale (‘26) focusing on typography, motion graphics, and design systems. My practice is rooted in a deep respect for art history and craft. Before studying design, I practiced traditional blackletter calligraphy, a practice that continues to inform my approach to typography and lettering.

I have gained professional experience designing for artists such as Jeffrey Gibson, Mickalene Thomas, and Joel Mesler, and for arts institutions including Sotheby’s, Christie’s, and JOOPITER. I have also interned for Irma Boom Office, Mickalene Thomas Studio, and Hyperallergic.

In an increasingly automated design industry, I believe the human touch is a designer’s most valuable tool. Whether through hand-drawn calligraphy, organic shapes, or tactile print designs, I strive to imbue my work with a distinct sense of humanity that distinguishes it from the algorithmic and the artificial.

I’m currently seeking a full-time role and always interested in freelance work.


   zachary [dot] reich [at] yale [dot] edu
   @zachreichdotcom
   linkedin.com/in/zach-reich

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