Ric Edwards
VP, Brand Design & Look of Games Executive Design Director @LA28 Olympic & Paralympic Games
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WORK HISTORY
VP, Brand Design & Look of Games Executive Design Director @LA28 Olympic & Paralympic Games
Los Angeles, CA, US
Lead the Brand Design department responsible for bringing the LA28 identity to life across the physical and experiential environments of the 2028 Olympic and Paralympic Games• Build and direct a multidisciplinary team shaping venue look, signage, environmental graphics, merch, and large-scale brand moments across 50+ competition and non-competition venues• Develop the design system that activates the LA28 brand across stadiums, arenas, broadcast environments, and citywide touchpoints experienced by millions of fans worldwide• Partner across venues, broadcast, marketing, partnerships, and operations to integrate brand storytelling into every layer of the Games experience• Guide creative direction with global agencies, production partners, and commercial partners to ensure cohesive execution of the LA28 brand across all platforms• Establish design standards, toolkits, and creative frameworks that enable the LA28 identity to scale consistently across one of the largest live events in the world• Drive the creative vision that informs the development of the Games’ most iconic symbols and moments - including the Olympic and Paralympic medals, torch, cauldron, mascot, and other enduring design elements that define each Games
EDUCATION
Wayne State University
BFA, Graphic Design
ABOUT RIC EDWARDS
I am a father, a husband and a seasoned Creative Director with a career spanning across sectors, marked by a deep-rooted passion for Art, Sport & Design and an acute cultural sensibility. Throughout my career, I\'ve been instrumental in shaping the vision and execution of experiential marketing campaigns, live events, brand design, and flagship retail for some of the world’s most recognizable brands. Notable names in his portfolio include BMW, Diageo, Nike, Oakley, Tiffany & Co, Verizon, and Waldorf Astoria.In my current capacity as VP, Brand Design - Look of Games/Executive Design Director, I am entrusted with a monumental responsibility: shaping the visual identity of the LA28 Olympic and Paralympic Games. My role sits at the intersection of culture, sport, and systems—building a visual language that feels unmistakably Los Angeles while speaking fluently to the world. From identity and motion to environments, sport presentation, and venue storytelling to help shape how the Games are seen, felt, and remembered.This work is less about decoration and more about meaning. Designing with intention. Creating frameworks that invite participation. Honoring legacy while leaving room for what’s next. Not just designing a look for the Games—we’re designing a platform for expression, inclusion, and performance at the largest scale imaginable.
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