---
id: "17.1"
title: "Press kit, Scoop"
dept: pr-and-communications
status: draft
owner: Param
branded: true
direction: raccoon
last_verified: 2026-10-26
sources:
  - "brand-directions/book/content/i.js i-8 story and deck; i-3 partner-questions; i-7 safe-wording"
  - "brand-directions/raccoon/comms.html, press paragraph, boilerplate and the character dial"
  - "brand-directions/docs2/data/dirs.json, the raccoon 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"
---

# Press kit, Scoop

## 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, Scoop the raccoon as art, the colours and type, and a contact; in the Scoop direction the character is named once and never given a voice, and the kit is not sent until the name is picked and the founder bios exist.

## Today

### What exists

| Piece | State | Source |
|---|---|---|
| Boilerplate | An old press paragraph in the Scoop comms book, written for the audition; its facts are out of date and are corrected below | [src: brand-directions/raccoon/comms.html, press paragraph] |
| How much Scoop shows | The press paragraph names Scoop and says plainly what the read looks at; the press kit is the mark, the full figure and the sample candle store photos | [src: brand-directions/raccoon/comms.html, press paragraph] |
| Facts we may quote | The claims page lists every claim and figure with its proof | [src: handbook product-marketing/claims-we-can-make] |
| Product name | Open; every page leaves a wordmark slot | [src: handbook AGENTS.md] [src: brand-directions/docs2/data/dirs.json] |
| Founder bios and photos | None in any source; the team is Param, Sai and Arvind | [src: memory brew-handbook] |
| Company | Yellow Monk Technologies LLP, India | [src: memory brew-real-connectors] [src: memory brew-meta-app-review] |
| 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] |
| 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] |
| Press page or kit page | None built | [src: brand-directions/raccoon/comms.html, press paragraph] |

### The old paragraph, checked

The Scoop comms book's paragraph said the product is a marketing feed for small online brands, reads public pages across seven sources in about 3 to 4 minutes, and returns ranked ideas, each with a source, and a numbered brief [src: brand-directions/raccoon/comms.html, press paragraph]. It says seven sources, where the read now covers 60 today; 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].

### 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. Its mascot, Scoop, is a raccoon who says out loud what the read looks at: public pages, and only the accounts a brand connects, read only.

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 [src: brew/SCOPE.md:11-24] [src: handbook product-marketing/claims-we-can-make].

### Facts we may quote

| Fact | Words | Source |
|---|---|---|
| Sources | Reads 60 sources today, and 7 more once a brand connects an account | [src: handbook product-marketing/claims-we-can-make] |
| Video | Six second videos | [src: handbook product-marketing/claims-we-can-make] |
| Stories | Story rings that last 24 hours | [src: handbook product-marketing/claims-we-can-make] |
| 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] |
| Stage | Free in a design partner preview | [src: brew/legal-pages.js:40] |

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 [src: brand-directions/book/content/i.js i-8 deck] [src: handbook product-marketing/claims-we-can-make] [src: memory brew-pricing-parked].

### Scoop in the kit

| Asset | File | Source |
|---|---|---|
| Mark | `brand-directions/raccoon/char-icon.svg` | [src: brand-directions/docs2/data/dirs.json] |
| Full figure | `brand-directions/raccoon/char.svg` | [src: brand-directions/docs2/data/dirs.json] |
| Heart pose | `brand-directions/raccoon/char-heart.svg` | [src: brand-directions/docs2/data/dirs.json] |
| Hand off pose | `brand-directions/raccoon/char-handoff.svg` | [src: brand-directions/docs2/data/dirs.json] |
| Sonic logo | `brand-directions/raccoon/snd/logo.mp3` | [src: brand-directions/docs2/data/dirs.json] |

- Who Scoop is: a nosy raccoon who goes through everything said about your store and comes back with the gossip, never mean and never naming a rival [src: brand-directions/docs2/data/dirs.json].
- Tagline: "Everything everyone says about your store." [src: brand-directions/docs2/data/dirs.json].
- Colours: tangerine `#ff7a1a` as the hero colour with ink `#17171c` [src: brand-directions/docs2/data/dirs.json].
- Type: Gloock for display, Schibsted Grotesk for body [src: brand-directions/docs2/data/dirs.json].
- Scoop is named in the words; the art is the mark and the full figure; sample photos are the sample candle store, always labelled Sample. [src: brand-directions/raccoon/comms.html, press paragraph].
- 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 |
|---|---|---|
| The checked boilerplate, long and short, with the picked name in the slot | v1 | Changes, once the name is picked |
| A one page kit: boilerplate, facts, Scoop art, colours, type, contact | v1 | New |
| Founder bios and photos for Param, Sai and Arvind | v1 | New, needs each of them |
| Screenshots taken on the sample candle store, labelled Sample, with the picked name | v1 | New |
| A press page on the public site | v2 | New, Proposed |
| A line on posting after a yes, added only when v2 ships | v2 | Changes |
| 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/raccoon/comms.html, press paragraph].
2. Before sending, check every sentence against the claims page; anything not there is cut [src: 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 Scoop's voice in a journalist's copy; Scoop is named once at most.
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

| Metric | Definition | Where measured |
|---|---|---|
| Kits sent | Press kits sent on request, per month | Media list log, Proposed |
| Pieces published | Articles, newsletter mentions or listings that used the kit | Media list log, Proposed |
| 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.
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. **Does the raccoon's public pages line still hold?** The read also uses connected accounts for members. Proposal: keep the line and always add "and the accounts you connect, read only". [src: brand-directions/docs2/data/dirs.json] [src: handbook product-marketing/claims-we-can-make]