Aleks Cvetkovic
Creative Director · Strategy Director · Partner
In their own words
Tease establishes mood and intrigue without over-explaining.
We tend not to work with clients who want quick fixes or surface-level, ‘shiny’ work.
People engage with brands when they are moved by something that doesn’t feel like obvious marketing.
Articles & interviews
- BIRCH treats hotel marketing like a fashion editorial for Rosewood
BIRCH created a fashion-editorial-inspired social media campaign for The Chancery Rosewood, a new Rosewood property in London. The studio developed a storytelling framework called 'tease, hype, push, pull' to structure content around the hotel's launch, emphasizing cultural relevance and aspirational narratives over traditional luxury tropes. The campaign positions the hotel as a social and cultural hub rather than a purely exclusive destination.
- “We’re not shackled by convention.” Birch on building a creative practice on their own terms
The Brand Identity interviews Birch, a London-based creative agency founded by James Allen, about their evolution, philosophy, and approach to luxury branding. Allen and partner Aleks Cvetkovic discuss their deconstructed agency model, long-term client relationships, and the value of print in a digital age. The conversation highlights Birch’s work for clients like MR PORTER, Knight Frank, Thom Sweeney, and SIRO Hotels.