Squid

Squid makes it easier for digital value (e.g. crypto) to move between digital systems that weren’t built to talk to each other.

Born in the brain-mangling world of DeFi, Squid now connects 100+ blockchains and 20,000+ tokens, powers more than 1,000 integrations including MetaMask, Ledger, MiniPay, and Ripple, and has routed over $6B in value.

But Squid’s ambition goes beyond crypto. It needed to find the idea that could hold everything together and tell a bigger story about what it was really here to do.

That’s where I came in. Value creation strategy, brand strategy, creative platform, token narrative, campaign concepts, lore, world-building, ongoing founder support, you name it.

Squid Makes it Whole

At the heart of everything is a single philosophical truth: a fragmented world craves wholeness.

Squid connects chains, assets, liquidity, users, and cultures, because what connects becomes more powerful than what stands alone.

Connection is Power

The creative platform that brings Squid Makes it Whole to life.

It works at every level, from the infrastructure and interface to the culture and community around it.

Magnetic Simplicity

How Squid creates value.

Take the fragmentation and complexity of crypto and turn it into tools that feel simple, useful, and intuitive without losing the culture, joy, and play that makes crypto exciting.

Attract through culture and play. Release through clarity and usefulness. Turn pain into progress, delivering a cheeky dopamine hit along the way.

Crypto as Entertainment

Crypto is entertainment for its participants. Not just the making money bit, but the culture around it. With this in mind, I also wrote 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.

“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