Squid
Born in DeFi crypto, Squid builds magnetically simple money tools that bring calm in chaotic markets.
My role
I collaborate closely with the Squid team - predominantly the amazing Alice Stewart (Head of Brand) and founders - across value creation, brand positioning, and storytelling. Helping define Magnetic Simplicity as the value-creation strategy, Built for Reality as the brand position, and bringing both to life through creative execution.
What Squid does
Builds the new world rails that make crypto usable in everyday life, allowing people (even crypto newbies like me) and businesses to move, store, and use digital value without needing to understand the underlying complexity. That value might be crypto, stablecoins, RWA’s, creator income, AI-generated value, or whatever else the 21st century rustles up.
What I’m doing
Turning something technical and complex into something legible, human, and confident.
Magnetic Simplicity is the value-creation lens. Turning growing pains complexity into tools that aren’t just simple, but that retain the culture, joy, and play that makes DeFi crypto fun. Magnetic Simplicity is a dopaminergic pull-and-release mechanism, attract through play, release through usefulness, unburdening the user and turning pain into progress.
Built for Reality shapes Squid's POV. The world is post-stable and most crypto tools break on contact with it. Squid creates products that don't just survive reality, they're battle-tested for it. Making you match-fit for chaos so you can take full advantage of the opportunity in the world as it actually is. It anchors the brand around outcomes rather than infrastructure, giving Squid a clear story for why they exist and what problem they solve.
Together, these ideas align how Squid works, what it delivers, and how it's understood.
Crypto entertainment
One of the biggest revelations, for me: DeFi is about money, but also entertainment and belonging. With this in mind, we’ve developed deep lore for mascot and brand to resonate with audiences obsessed with everything from Bag Getting to Hyperstition, Hypergambling to Chaos Magic, Chinese Peptides to Philosophy of Psychedelics.
Crypto is dead. Long live crypto.
“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