The settled portfolio — four brands under one holding entity, each with a defined role, domain, and direction.
Dunwell is the holding entity — a prestigious, asset-owning group, not a storefront. Each brand underneath it is fully standalone with its own identity and client base. Dunwell appears in the footer of each brand as "a Dunwell company" — a quiet credential, not a headline. Dunwell earns royalties from each operating brand.
AI resume editor & scorer. Pay-once SaaS. B2C job seekers.
Web & digital services for local businesses. Cold-sell websites, business cards, digital presence.
Media company — photo, video, social media, live streaming & live commerce.
Dunwell's reputation is the sum of its brands. These aren't guidelines — they're the standard of entry.
Every brand has a name with genuine depth. Not a portmanteau, not a filler word. Something you can explain in one sentence and have someone remember.
No gradient backgrounds. No AI hype copy. No filler content. Every element earns its place. Density and decoration serve the product, not the designer's ego.
Each brand says exactly what it does and for whom. No vague value propositions. Clients know what they're getting before they ask.
Every brand functions independently. Dunwell is a credential in the footer, not a crutch. Each brand wins on its own merit.
Graft clients need content → Tacet. Tacet clients need websites → Graft. The portfolio creates a closed loop. Build the referral language in from day one.
Each operating brand reports profits to Dunwell. The holding structure is not decorative — it is the financial and legal architecture of the group.
The Dunwell portfolio is designed to create natural referral loops. A client of one brand is a warm lead for another.
Graft builds a business's website → that business needs content → Tacet. Tacet shoots a brand's content → that brand needs a site → Graft. The loop tightens over time. Aptly sits above as a different audience (job seekers) but feeds the ambition: people who get hired become business owners.
Professional portfolio site to pitch the corporate social media client. Services, selected work, contact. Name and domain are locked — ready to build now.
Full brand reference — mark, palette, type, voice — built to the same standard as the Aptly brand doc. Needed before any collateral or client-facing materials.
Client-facing site for the web services business. Simple, professional, built to convert cold outreach into booked projects.
A minimal, prestigious page linking all three brands. The portfolio home. Build once all three brands have live sites.
Brand and product are solid. Payment flow + pricing page is the last gate. The one-time model is a strong differentiator — push hard at launch.
Domain locked: getgraft.ca. Decide whether Siteforge tool becomes Graft's SaaS offering or stays internal-only.