Who we are
A collective of creatives, strategists, thinkers and brand experts, committed to delivering world-class solutions for ambitious people and organisations who want to stand out.
Brand builders, storytellers, problem-solvers
We are a creative branding agency based in Dubai, built on the belief that great design isn’t just about aesthetics - it’s about impact.
As a team of designers, developers, strategists, wordsmiths, and project managers, we work as an extension of your team, bringing fresh perspectives and creative solutions that do more than just look good. We build brands with purpose, crafting meaningful experiences that drive real, measurable results for businesses.
Thoughtful, effective, and - most importantly - genuinely great to work with, we blend strategy, creativity, and a sharp eye for detail with just the right touch of magic.
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.
When he's not working, Theo’s balancing school events and weekend sports matches - his kids’ schedules keep him on the move!
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 brochures to websites, Dan’s the guy who can turn any brief into a masterpiece.
On the weekend 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 Charlotte’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.
Paul’s idea of downtime? Curling up with a book – and no, it’s not always one of his own!
Kristine Reyes
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.
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
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 Dale'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! Fluent in Arabic, Mohamed also lends his expertise to translations, ensuring our websites speak to a wider audience.
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.
Skydiving is next on Ellie's bucket list - because why settle for a regular view when you can have one from 15,000 feet?
Formulate – your partners in creative branding
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