This is student work—and it’s award-winning. In “Where to Next?”, a team working under the name Ross, Why? took on a real-world branding problem: Birkenstock’s iconic Arizona sandal is so recognizable, most people don’t realize the brand offers over 70 distinct styles. Created as a class project, the campaign uses that insight to reintroduce Birkenstock as a brand made for every city, every season, every style.

With the question “If Birkenstock can go anywhere, where should we go next?” as their creative anchor, the team built a concept that traveled—literally. From Tokyo crosswalks to Berlin winters to New York streets, their campaign elevates the brand beyond its summer-staple image. Submitted to the Graphis New Talent Awards, “Where to Next?” earned a Gold—proof that smart insight and sharp execution can go far.

Written by Spencer Hogan, Ross Yenerich

Everybody knows Birkenstock for their Arizona sandal.

But no one knows Birkenstock sells over 70 different styles of footwear

When we sat down to work on this campaign, we didn’t know either.

We knew of the Arizona, the Boston clog, and that was it.

The Arizona sandal is so iconic, so recognizable, and so unique that it takes over the brand.

Birkenstock was falling victim to being trapped by the flagship.

We wrote our own brief, and we began by doing research for the brief. In this, we took ourselves to the Birkenstock website to check out the brand’s online store. We saw pictures of boots, casual oxfords, boat shoes, etc. At the time (spring 2024), we found over 70 different styles.

Problem: No one knows Birkenstock offers more than the Arizona sandal.

This led us to our Insight: Birkenstock isn’t a one-trick pony. It’s not just a summer sandal or beach day slip-on. Birkenstock is a brand with footwear for any terrain.

No matter where on Earth you’re going, there’s a Birkenstock for you.

That’s why we made EarthenStock.

It’s a map of every place on Earth that has a Birkenstock named after it.

About Ross, Why?

Ross Yenerich
Copywriter

Ross Yenerich is a Wisconsin-born, Dallas-taught, and New York City-based writer, photographer, and multidisciplinary creative working at the intersection of advertising, music, media, and narrative craft. A 2025 graduate of SMU, he now works as a Content Editor at Breaking & Entering Media, shaping editorial content, developing brand strategy, and covering the advertising industry. Outside the industry, Ross releases hip-hop music under his label Fully Thrifted, documents global experiences through film photography and short-form narrative work rooted in identity, place, lived experience, and culture.

Social: LinkedIn, Instagram

Spencer Hogan
Art Director

Spencer Hogan is a California-raised designer, photographer, and creative storyteller working at the intersection of sports, branding, and visual identity. After merging his love for sports with his own creative at SMU’s Temerlin Advertising Institute, Spencer has been able to work with some of football’s largest brands. He has already built a portfolio that spans college football, the NFL, and major national events—serving as a lead designer for SMU Football, contributing to the inaugural 12-team College Football Playoff. After graduating from SMU in 2025, Spencer now works as a graphic designer in NFL for the Tampa Bay Buccaneers.

Social: Website, LinkedIn, Instagram

Enter the next Graphis New Talent Awards here!