Move excludes to the top level.

dotorg-exclude.txt

@@ -1,6 +1,5 @@
-seedlet/
-seedlet.zip
-dotorg-exclude.txt
+seedlet/seedlet/
+spearhead/spearhead
 inc/headstart
 node_modules
 .git
@@ -9,4 +8,5 @@ node_modules
 *.json
 *.map
 *wpcom*
+*.zip
 postcss.config.js

seedlet/package-dotorg.sh

@@ -3,7 +3,7 @@ find assets/sass/*.scss -type f -exec sed -i '' 's/-wpcom//g' {} \;
 find assets/sass/*.scss -type f -exec sed -i '' 's/auto-loading-homepage, //g' {} \; 
 npm run build;
 mkdir seedlet;
-rsync -avz --exclude-from 'dotorg-exclude.txt' ./ seedlet
+rsync -avz --exclude-from '../dotorg-exclude.txt' ./ seedlet
 find seedlet -type f -name '*.map' -delete # for some reason rsync won't exclude map files
 zip -r -X seedlet.zip seedlet
 rm -rf seedlet