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 across 100+ chains and 20,000+ tokens, Squid powers 1,000+ integrations including crypto giants like MetaMask, Ledger, MiniPay, and Ripple, and is used by over a million people worldwide. Born in DeFi crypto, but with ambitions well beyond it, Squid needed to find what it was really all about and build the story out from there.

Squid Makes it Whole

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. 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’s true at every level, from the infrastructure to the interface to the culture and community around it.

Magnetic Simplicity

How Squid creates value, turning the fragmentation and complexity of crypto into tools that are simple yet retain the culture, joy, and play that makes crypto exciting. Attract through culture and play, release through clarity and usefulness, unburdening the user and delivering a cheeky dopamine hit in the quest to turn your pain into progress.

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