About us
Formulate – Defining Your Strategy, Elevating Your Identity, Aligning Your Brand.
Who we are
At Formulate Creative, we know that great design builds great brands.
Rooted in Dubai, we’re a team of thinkers, makers, and doers passionate about collaboration and creativity. We’ve helped businesses define their strategy, elevate their identity, and align their brand with their goals – driving real impact in the market.
With years of UAE experience tackling design challenges across industries like hospitality, F&B, retail, real estate, wellness, architecture, and sport, we work with businesses big and small to mix creativity with precision and make your brand impossible to ignore.
What we do
We’re your go-to for branding and design, creating standout work that drives your business forward. Starting with clear, no-nonsense brand guidelines, we craft bold identities - logos, colour palettes, and messaging - that align with your goals and stay true to your brand’s vision.
We’re not here to just make things look good. We’re here to make things work. When it comes to websites, our in-house Arabic-speaking web developer ensures every site we create is responsive and user-friendly. Pair that with our in-house copywriter, and you’ve got content that’s engaging, on-brand, and tailored to connect with your audience.
As experts in designing marketing materials - brochures, reports, packaging – and with everything under one roof, we guarantee consistency across all platforms.
How we work
We connect brands with their audience, businesses with their goals, and ideas with the perfect design solution. And it’s our collaborative approach that sets us apart.
We immerse ourselves in your vision, challenges, and goals to deliver bespoke solutions tailored to your audience. While working with multiple firms for different aspects of your branding and marketing might seem like a good idea, it can lead to a disconnected outcome. Your copywriting might not align with your SEO, or your website design could miss the mark on your brand identity. We bring it all together, ensuring everything works seamlessly.
Our team
With over 30 years of combined design experience, our founders have worked with everyone from global brands to buzzing start-ups. They’re backed by a handpicked crew of experts, each bringing their own special flair to the table.
Theo Adamson
Managing Director
If there’s anyone who truly understands teamwork, it’s Theo. Growing up as one of seven kids, he’s spent his life juggling tasks (and siblings!) while making sure everything stays in sync.
After studying Graphic Arts and Design at Leeds Metropolitan University, Theo took the plunge and moved to Dubai in 2013. It didn’t take long for him to dive into the creative scene, working at a local agency on exciting projects for high-profile clients across the region. Today, he’s the driving force behind Formulate’s branding, print, digital, environmental, and packaging design.
Given the choice between spending a week in the forest or a night in a haunted house, Theo would choose the haunted house - because, why not?
Dan Brown
Creative Director
Dan is a driven and ambitious Creative Designer, with a knack for turning challenges into opportunities - after all, he learned to fly a plane, so he’s not afraid of a little turbulence!
With over ten years in the design world and a BA(Hons) in Visual Communication: Creative Advertising & Graphic Design from the Birmingham Institute of Art & Design, Dan’s got the skills to make things happen.
He wakes up excited for complex creative briefs - seriously, they’re like his morning coffee. From conceptual design and branding to brochures, flyers, corporate materials, and web design, Dan’s the guy who can turn any brief into a masterpiece.
When he’s not designing, you’ll find Dan trying to perfect his golf swing. At least he’s consistent!
Charlotte Woods
Senior Account Mananger
We’re pretty sure Charlotte has a secret superpower. Either that, or she’s figured out how to get three days of work done in one. Organised, resourceful, and totally unphased by tight deadlines and endless deliverables, Charlotte keeps design projects running smoothly from start to finish.
She teams up with clients and our in-house designers, developers and copywriter to set clear goals, nail down timelines, and allocate resources like a pro - all while making sure everything meets the highest standards of quality.
When she’s not working her magic, you’ll find her relaxing on the beach with Bella, her playful puppy and office mascot, by her side.
Paul Sowerby
Brand Strategist & Copywriter
On the face of it, Top Gear’s Jeremy Clarkson would seem to have little in common with either the Yorkshire Ripper or Mr. Universe. But in fact, their news, views, and reputations have all been developed, investigated, or managed by Paul in an award-winning career spanning journalism, brand strategy, tone of voice, and copywriting across three continents.
Though a fitness fanatic, in 2020 his heart stopped beating at the end of a squash match. The media’s fascination with the colossal physical, mental, and emotional battle that follows dying - and then in his case, staying dead for 22 minutes, gave Paul the fresh impetus for his return to Dubai and to his first love as a communications specialist.
Kristine Reyes
Graphic Designer
If there was an award for a designer who could turn ideas into eye-catching designs in record time, Kristine would be the one holding the trophy. Kristine has a knack for translating brands into fresh, sleek designs with that perfect blend of cool and polished. Whether it's packaging, prints, or anything in between, she’s all about creating visuals that pack a punch while staying true to the brand’s vibe. If there’s a way to make your brand stand out, she’ll find it. Kristine is often found strolling through the park, getting her daily dose of nature - and likely dreaming up her next big design idea.
Dale Hamilton
Graphic Designer
Dale dove into the design world in 2021 and hasn't looked back. With a BA in graphic design, he’s all about bringing fresh ideas to life. Whether it’s creating bold visuals or tackling complex projects, Dale’s passion for design and storytelling shines through. His sharp eye for detail and creative energy make him an indispensable part of the team – we’re lucky to have him on ours! When he's not creating, you'll find him enjoying a plate of potatoes in every form possible, because what’s more Irish than that?
Mohamed Faramaway
Front-End Developer
Mohamed is the wizard behind our websites, turning designs into seamless, interactive experiences. As our front-end web developer, he works side by side with the design team, crafting pixel-perfect, bespoke websites from scratch. Not only does he speak a number of languages, but he can code in them too!
A gamer by heat, when Mohamed’s not busy coding websites, he’s probably off saving the virtual world!
Ellie Sowerby
Sales and Marketing Manager
Ellie is the connector-in-chief, with an uncanny ability to spot details that matter and a knack for building real, lasting relationships with clients. With a background in events and the creative industries, she’s all about turning big ideas into strategies that get results. Whether she’s shaping social campaigns, crafting posts that stand out, or chasing down fresh opportunities, Ellie’s energy keeps everything moving - both online and offline.
And as for her bucket list? Skydiving is next on the agenda - because why settle for a regular view when you can have one from 15,000 feet?
Formulate – your partners in creative branding
Copyright 2024 Formulate Marketing Management LLC. All rights reserved.