Press kit, Fetch

Answer

The press kit is what a journalist, a newsletter or a directory gets when they ask about us: a checked boilerplate, the facts we may quote, Fetch the dog as art, the colours and type, and a contact; in the Fetch direction the character is kept out of the words, and the kit is not sent until the name is picked and the founder bios exist.

Today

What exists

The old paragraph, checked

The Fetch comms book's paragraph said the product builds a marketing tool for small online stores, reads the store, reviews, ads, site and AI answers, and returns the week's ideas with first drafts brand-directions/dog/comms.html, press paragraph. It says the read takes about 3 to 4 minutes and names the hand off team as ShopOS; the claims page replaces seven sources with 60 read today and 7 more on connect, says to time the read again before quoting it, and our team is never named ShopOS in anything outside this handbook handbook product-marketing/claims-we-can-make handbook AGENTS.md.

Boilerplate, checked against the code

Long:

{name} is a marketing team in one feed for online stores where the founder runs marketing. A founder pastes a store link; it reads the store and what is said around it, writes this week's Plays, and drafts the pictures, short videos and words for each. Every card shows the proof behind its numbers. The founder picks the good ones and hands each off as a brief written for whoever ships it. It reads connected accounts read only and posts nothing on its own. It is free in a design partner preview while the team builds.

Short:

{name} reads an online store and drafts its marketing for the week, so the founder picks the good ones and hands them off.

Each sentence maps to a claim on the claims page: reads the store and what is said around it, writes Plays, drafts images, carousels, six second videos, voice and text, proof on every card, a brief for whoever ships, read only connections, Slack posting only what the team sends, free in the preview brew/SCOPE.md:11-24 handbook product-marketing/claims-we-can-make.

Facts we may quote

Never in the kit: a design partner's name or logo without their written yes, a result or lift, a price, a market size without its source, a rival's name, or that it posts for you brand-directions/book/content/i.js i-8 deck handbook product-marketing/claims-we-can-make memory brew-pricing-parked.

Fetch in the kit

• Who Fetch is: a scruffy, happy dog who fetches this week's marketing ideas and drops them at your feet brand-directions/docs2/data/dirs.json.
• Tagline: "This week's ideas, fetched." brand-directions/docs2/data/dirs.json.
• Colours: tennis ball green #aee32f on the ears, collar, tail tip and ball; coat cream #fff4dc; ink outline #16180f; matte, no gradients brand-directions/docs2/data/dirs.json.
• Type: Grandstander for display, Commissioner for body brand-directions/docs2/data/dirs.json.
• Fetch appears only as art in the kit: the mark and the full figure, never as a voice. brand-directions/dog/comms.html, press paragraph and the dial.
• The art was generated for the audition and scored about 6 to 7; the plan is to redraw the winner with a real illustrator memory brand-directions-2026-10-25.

Tomorrow

How we do it

1. Send the kit only on request, from a founder, by email from hello@joinsquareup.com brand-directions/dog/comms.html, press paragraph and the dial.
2. Before sending, check every sentence against the claims page; anything not there is cut handbook product-marketing/claims-we-can-make.
3. Time a read again before quoting a read time, and write the date beside it.
4. Use art files only, never a line in Fetch's voice in a journalist's copy; the words carry no character.
5. Run the writing check on the kit text: no dashes, no exclamation marks, sentence case, Plays, never moves.
6. Log each kit sent in the media list document, with the date and who asked.

Numbers

Open

1. Who are the founders on the kit, and what are their roles? No source gives roles for Param, Sai and Arvind. Proposal: Param writes three bios of 40 words each, with one photo each, before any kit goes out.
2. Do we name Yellow Monk Technologies LLP in the kit? Proposal: yes, in the footer line only, as the joinsquareup.com footer already does.
3. Can any design partner be named? Proposal: no until one gives a written yes; say "a small group of real brands".
4. Which screenshots? Proposal: new ones on the sample candle store once the name is picked, never a design partner's feed.
5. Which tagline goes on the kit? The direction data says "This week's ideas, fetched." and the old book said "This week's ideas, dropped at your feet." Proposal: the direction data line. brand-directions/docs2/data/dirs.json brand-directions/book/content/h.js:19