Building at speed requires precision. That’s where we come in.
About us
You bring vision,
we bring precision.
Founders operate in ambiguity. You’re building something complex, often technical, often misunderstood. Every decision carries weight—how you position it, how you explain it, how you’re perceived by investors, partners, and talent. At speed, small misalignments compound.
For over a decade, DreamLab has worked alongside founders at defining moments—from stealth to Series A and beyond. We don’t just design brands and websites. We shape how ambition is received. We understand how capital evaluates risk. How markets respond to signal.
How narrative creates conviction.
Our role is to bring clarity to complexity—translating your thesis without diluting its depth.
Leadership
Joumana Elomar
With more than 10 years in startups, Joumana leads the creative team. Formerly a founder herself, she's fluent in startups, sprints and VC speak. She’s helped hundreds of founders stand out from the competition — from over 250 first-time founders to second-time founders from tech giants like Canva, Sonder and Firmable. Born a dreamer, she discovered pragmatism in her early 20s after leading design and special projects in an edtech startup. She dreams in pixels, puns and paradoxes.
Alex Tatoulis
As Head of Digital Strategy, Alex is an avid storyteller, strategist and AI-enthusiast. A man of many talents, he lives to help founders cut through the noise by nailing their narrative. For the past 6+ years, he's turned chaos into magic at major creative agencies and tech startups like Afterpay. An entrepreneur at heart, he has a knack for dropping AI into casual conversation, spends his weekends writing about tech and dreams about designing inclusive wellness spaces.
We help frontier founders define how they’re understood
Services
Narratives
Clarify your company’s core thesis — aligning investors, customers and talent around a shared conviction.
Brands
Build a brand that signals credibility, ambition and long-term intent.
Decks
Close your round with a compelling deck. Design investor materials that articulate your thesis with clarity and precision.
Websites
Build the digital infrastructure that supports growth, capital and credibility.
Services
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FAQs
Our sprints are designed to be efficient, effective and transparent. We start every project with a kickoff discovery quiz to understand your needs as well as go deep in the space. We then move to design concepts, iterations and final delivery. Every sprint is marked by clear delivery milestones. In the event that we need to pause, we offer 1 pause per sprint.
For a select number of startups, we'll work closely with your marketing team on retainer base. We push to set up brand and website sprints so that each team can self-maintain their sites and remove dependencies on external partners. But in the event that you’re growing really quickly and need extra hands, we’re open to chatting if we’ve collaborated before. Every retainer client undergoes an alignment sprint - which is a shorter period to see if we gel well together!
We do project pricing (based on the type of sprint) as well as ongoing retainers. 90% of our projects fall under a brand or website sprint. This is a set number of weeks that we’ve mapped to a T to keep things tight. Some teams opt to add extra weeks if they want to go deeper on exploratory work.
For most projects, you’ll have dedicated calls with your Project Lead. If we’re working async, then Loom and Figma comments are our favourite. For quick comments, we prefer Figma comments (rather than Slack!) as that way it’s all in one place.
Absolutely! We love collaborating with you live. Most projects run with scheduled calls that keep the sprint moving. Every project starts with a kickoff call. We also offer strategy calls if needed, but we prefer to protect our designers time so they can focus.
DreamLab
