{
 "id": "17.1",
 "title": "Press kit",
 "department": "PR and communications",
 "department_slug": "pr-and-communications",
 "direction": {
  "id": "octopus",
  "name": "Ocho"
 },
 "branded": true,
 "status": "draft",
 "owner": "Param",
 "last_verified": "Mon Oct 26",
 "holds": "Boilerplate, founder bios, screenshots, logos, the story",
 "urls": {
  "html": "https://handbook.joinsquareup.com/pr-and-communications/press-kit/octopus",
  "markdown": "https://handbook.joinsquareup.com/pr-and-communications/press-kit/octopus.md",
  "json": "https://handbook.joinsquareup.com/pr-and-communications/press-kit/octopus.json"
 },
 "other_directions": [
  {
   "id": "dog",
   "name": "Fetch",
   "json": "https://handbook.joinsquareup.com/pr-and-communications/press-kit/dog.json"
  },
  {
   "id": "bee",
   "name": "Buzz",
   "json": "https://handbook.joinsquareup.com/pr-and-communications/press-kit/bee.json"
  },
  {
   "id": "raccoon",
   "name": "Scoop",
   "json": "https://handbook.joinsquareup.com/pr-and-communications/press-kit/raccoon.json"
  },
  {
   "id": "cooker",
   "name": "Seeti",
   "json": "https://handbook.joinsquareup.com/pr-and-communications/press-kit/cooker.json"
  }
 ],
 "tldr": {
  "headline": "Ocho's press kit: checked facts, drawn in ink, no Ocho words",
  "points": [
   {
    "icon": "book",
    "text": "Boilerplate checked against the claims page; the old audition paragraph is out of date."
   },
   {
    "icon": "check",
    "text": "Quotable facts: 60 sources read today, 6 second videos, free design partner preview."
   },
   {
    "icon": "heart",
    "text": "Ocho is image only in the kit, never named or quoted in the words."
   },
   {
    "icon": "people",
    "text": "No founder bios or photos yet; Param, Sai and Arvind must supply them."
   },
   {
    "icon": "lock",
    "text": "Never name a partner or quote a price, a result or a rival."
   }
  ],
  "stat": {
   "value": "60",
   "label": "sources read today"
  },
  "decide": "Image only, even when a journalist asks about the mascot, with a founder answering in person?",
  "mood": "waiting"
 },
 "sources": [
  "brand-directions/book/content/i.js i-8 story and deck; i-3 partner-questions; i-7 safe-wording",
  "brand-directions/octopus/comms.html, press paragraph, boilerplate and the character dial",
  "brand-directions/docs2/data/dirs.json, the octopus entry: identity, tagline, voice, character, tokens, fonts, art, sounds, lines",
  "brew origin/main: SCOPE.md:11-24; docs/shopify-listing/; docs/shopify-app-review.md:5, 136; legal-pages.js:40",
  "handbook content/product-marketing/claims-we-can-make.md; content/customer-success-and-support/known-issues.md",
  "memory brew-live-stores, brew-pricing-parked, brew-real-connectors, brew-meta-app-review, brew-handbook, brand-directions-2026-10-25"
 ],
 "open_questions": [
  "**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.",
  "**Do we name Yellow Monk Technologies LLP in the kit?** Proposal: yes, in the footer line only, as the joinsquareup.com footer already does.",
  "**Can any design partner be named?** Proposal: no until one gives a written yes; say \"a small group of real brands\".",
  "**Which screenshots?** Proposal: new ones on the sample candle store once the name is picked, never a design partner's feed.",
  "**Image only, even when a journalist asks about the mascot?** Proposal: yes in the kit; a founder answers the question in person. [src: brand-directions/docs2/data/dirs.json]"
 ],
 "parts": {
  "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, Ocho the octopus as art, the colours and type, and a contact; in the Ocho 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\n\n| Piece | State | Source |\n|---|---|---|\n| Boilerplate | An old press paragraph in the Ocho comms book, written for the audition; its facts are out of date and are corrected below | [src: brand-directions/octopus/comms.html, press paragraph and short boilerplate] |\n| How much Ocho shows | Ocho is image only in the press kit, footers, directories and slide one, never in the words; there is a press paragraph and a short boilerplate | [src: brand-directions/octopus/comms.html, press paragraph and short boilerplate] |\n| Facts we may quote | The claims page lists every claim and figure with its proof | [src: handbook product-marketing/claims-we-can-make] |\n| Product name | Open; every page leaves a wordmark slot | [src: handbook AGENTS.md] [src: brand-directions/docs2/data/dirs.json] |\n| Founder bios and photos | None in any source; the team is Param, Sai and Arvind | [src: memory brew-handbook] |\n| Company | Yellow Monk Technologies LLP, India | [src: memory brew-real-connectors] [src: memory brew-meta-app-review] |\n| Contact | hello@joinsquareup.com, the address on the privacy and terms pages and on every platform review | [src: brew/docs/shopify-app-review.md:5] [src: brew/legal-pages.js:40] |\n| Screenshots | The Shopify listing's three real screenshots and feature image from 21 Oct; the interface still shows the internal name | [src: brew/docs/shopify-app-review.md:20] [src: handbook customer-success-and-support/known-issues] |\n| Press page or kit page | None built | [src: brand-directions/octopus/comms.html, press paragraph] |\n\n### The old paragraph, checked\n\nThe Ocho comms book's paragraph said the product reads a small online store, turns it into a ranked feed of ideas, many with a first draft, lets the founder make images, short videos and copy, and hands the work off as a numbered brief and read only link; it does not post, publish or schedule [src: brand-directions/octopus/comms.html, press paragraph]. It lists seven things the read looks at, says three to four minutes and names the ShopOS team; 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 [src: handbook product-marketing/claims-we-can-make] [src: handbook AGENTS.md].\n\n### Boilerplate, checked against the code\n\nLong:\n\n> `{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.\n\nShort:\n\n> `{name}` reads an online store and drafts its marketing for the week, so the founder picks the good ones and hands them off.\n\nEach 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 [src: brew/SCOPE.md:11-24] [src: handbook product-marketing/claims-we-can-make].\n\n### Facts we may quote\n\n| Fact | Words | Source |\n|---|---|---|\n| Sources | Reads 60 sources today, and 7 more once a brand connects an account | [src: handbook product-marketing/claims-we-can-make] |\n| Video | Six second videos | [src: handbook product-marketing/claims-we-can-make] |\n| Stories | Story rings that last 24 hours | [src: handbook product-marketing/claims-we-can-make] |\n| Read time | About 3 to 4 minutes, only after timing it again; the Shopify reviewer note says the feed can take up to half an hour to fill | [src: handbook product-marketing/claims-we-can-make] [src: brew/docs/shopify-app-review.md:136] |\n| Stage | Free in a design partner preview | [src: brew/legal-pages.js:40] |\n\nNever 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 [src: brand-directions/book/content/i.js i-8 deck] [src: handbook product-marketing/claims-we-can-make] [src: memory brew-pricing-parked].\n\n### Ocho in the kit\n\n| Asset | File | Source |\n|---|---|---|\n| Mark | `brand-directions/octopus/char-mark.svg` | [src: brand-directions/docs2/data/dirs.json] |\n| Full figure | `brand-directions/octopus/char.svg` | [src: brand-directions/docs2/data/dirs.json] |\n| Celebrate pose | `brand-directions/octopus/img/v/pose-celebrate.svg` | [src: brand-directions/docs2/data/dirs.json] |\n| Hand off pose | `brand-directions/octopus/img/v/pose-07.svg` | [src: brand-directions/docs2/data/dirs.json] |\n| Sonic logo | `brand-directions/octopus/snd/logo.mp3` | [src: brand-directions/docs2/data/dirs.json] |\n\n- Who Ocho is: an overcommitted hot pink octopus doing eight things at once for your store, who says yes to everything and delivers the drafts anyway [src: brand-directions/docs2/data/dirs.json].\n- Tagline: \"Eight arms on your marketing.\" [src: brand-directions/docs2/data/dirs.json].\n- Colours: hot pink `#ff4fa3` as the hero colour with ink `#1a1218` [src: brand-directions/docs2/data/dirs.json].\n- Type: DynaPuff for display, Archivo for body [src: brand-directions/docs2/data/dirs.json].\n- Ocho appears as art only, never named or quoted in the paragraph. Any image with a letter, word or number in it is made again. [src: brand-directions/octopus/comms.html, press paragraph and short boilerplate].\n- The art was generated for the audition and scored about 6 to 7; the plan is to redraw the winner with a real illustrator [src: memory brand-directions-2026-10-25].",
  "Tomorrow": "| Item | Version | Tag |\n|---|---|---|\n| The checked boilerplate, long and short, with the picked name in the slot | v1 | Changes, once the name is picked |\n| A one page kit: boilerplate, facts, Ocho art, colours, type, contact | v1 | New |\n| Founder bios and photos for Param, Sai and Arvind | v1 | New, needs each of them |\n| Screenshots taken on the sample candle store, labelled Sample, with the picked name | v1 | New |\n| A press page on the public site | v2 | New, Proposed |\n| A line on posting after a yes, added only when v2 ships | v2 | Changes |\n| A line on measuring, added only when v3 ships | v3 | Changes |",
  "How we do it": "1. Send the kit only on request, from a founder, by email from hello@joinsquareup.com [src: brand-directions/octopus/comms.html, press paragraph and short boilerplate].\n2. Before sending, check every sentence against the claims page; anything not there is cut [src: handbook product-marketing/claims-we-can-make].\n3. Time a read again before quoting a read time, and write the date beside it.\n4. Use art files only, never a line in Ocho's voice in a journalist's copy; the words carry no character.\n5. Run the writing check on the kit text: no dashes, no exclamation marks, sentence case, Plays, never moves.\n6. Log each kit sent in the media list document, with the date and who asked.",
  "Numbers": "| Metric | Definition | Where measured |\n|---|---|---|\n| Kits sent | Press kits sent on request, per month | Media list log, Proposed |\n| Pieces published | Articles, newsletter mentions or listings that used the kit | Media list log, Proposed |\n| Claim errors | Published pieces that stated something not on the claims page | Media list log, Proposed |",
  "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.\n2. **Do we name Yellow Monk Technologies LLP in the kit?** Proposal: yes, in the footer line only, as the joinsquareup.com footer already does.\n3. **Can any design partner be named?** Proposal: no until one gives a written yes; say \"a small group of real brands\".\n4. **Which screenshots?** Proposal: new ones on the sample candle store once the name is picked, never a design partner's feed.\n5. **Image only, even when a journalist asks about the mascot?** Proposal: yes in the kit; a founder answers the question in person. [src: brand-directions/docs2/data/dirs.json]"
 }
}