LOS ANGELES, USA // Over the last two decades, Ric Edwards has shaped brands through design and through feeling by building worlds, systems, experiences creating stories that people can physically step inside of and emotionally connect to. His work spans global brands including BMW, Nike, Diageo, Tiffany & Co., Verizon, Oakley, and Waldorf Astoria, translating identity into lived experience and turning audiences into participants.
Today, as VP, Brand Design & Look of the Games and Executive Design Director for the LA28 Olympic and Paralympic Games, Edwards helps lead the visual and experiential language of one of the largest stages on earth. His role sits at the intersection of sport, culture, world-building, entertainment, partnerships, media, operations, and legacy. His work centers on creating systems that move people. Building frameworks flexible enough for millions to see themselves inside of. Turning emotion into infrastructure. Designing not only how the Games look, but how they feel, how they welcome, and how they are remembered.