Squid

My Role

Value creation strategy, brand strategy, creative platform development, token narrative, campaign concepts, lore-creation, world-building, ongoing founder support.

What’s Emerged

Squid was born in DeFi crypto, but DeFi is no longer the whole story. To become a full-stack platform legible to mainstream finance, and culture, it needed clarity, confidence, and a story, all of which I developed with the team.

Magnetic Simplicity

Magnetic Simplicity is how Squid creates value, turning crypto's growing pains complexity (fragmentation, poor UX, creative sanitisation) into tools that aren't just simple, but retain the culture, joy, and play that makes crypto exciting. Magnetic Simplicity is also Squid’s design philosophy - attract through play, release through clarity and usefulness. This unburdening the user, delivering hits of dopamine as it turns their pain into progress.

Connection is Power

Squid connects chains, assets, liquidity, users, cultures, because it knows that what connects becomes more powerful than what stands alone. This is the core brand idea activated through,

Squid Makes it Whole

Together, these ideas align how Squid works, how it creates value, and how it's understood, from infrastructure to interface to culture.

Crypto as Entertainment

Crypto is entertainment for its participants. Not only the making money part, but the culture around it. With this in mind, I developed deep lore for Squid’s mascot, Squib.

“Squidia”

Squidia is the mythic substrate energy of digital value itself, relentlessly driven toward connection, and felt through everything Squid builds. The mascot is Squidia made conscious.

What Is Squid?

Squid is a full-stack cross-chain platform - infrastructure, developer tools, and consumer products - powered by a single routing and execution engine. It makes digital value move freely across fragmented systems, allowing people to move, store, and use digital value without needing to understand the underlying complexity. With over $6B routed, Squid connects 100+ chains, and powers 1,000+ dApps including crypto giants like MetaMask, MiniPay, and Ripple.

“I’m confident companies of any size or stage will find outsized returns from working with Andy. His brain and experience is such a force, applying deep cultural and theoretical nerdery with decades of hands-on experience. Andy will discover and multiply a business’s cultural and brand value and crystalise lasting differentiation in a world full of commodities.”

Fig, Co-Founder, Squid