Introduction
In 2017, the International Olympic Committee (IOC) launched its comprehensive Sustainability Strategy, marking a significant commitment to environmental, social, and economic responsibility within the Olympic Movement. This strategy is structured around three spheres of responsibility: the IOC as an organisation, as the owner of the Olympic Games, and as the leader of the Olympic Movement. It encompasses five key focus areas: infrastructure and natural sites, sourcing and resource management, mobility, workforce, and climate. The strategy aims to integrate sustainability into all aspects of the IOC's operations and to inspire positive change across the global sports community .
IOC Sustainability – Visual Identity Case Study
As Art Director on one of the International Olympic Committee’s first major sustainability projects, I was responsible for leading the visual direction and design execution in partnership with the London-based agency Touchline Content. This pioneering initiative, launched in 2017, set the foundation for how the IOC communicates its environmental and social commitments—and I’m proud to have played a central role in shaping its identity.
One of the most iconic elements developed for this project was the globe illustration, which I conceptualised and designed to reflect global unity, balance, and responsibility—core values of the Olympic Movement’s sustainability agenda. This globe continues to be used in IOC materials to this day, a testament to its lasting relevance and resonance.
I also created a full set of custom icons from scratch, each representing one of the key sustainability pillars. These icons were meticulously crafted to be clear, versatile, and universally readable—setting a visual standard that has since been adopted across other sustainability communications within the Olympic ecosystem.
Getting the design approved was no small task. The process involved over five rounds of feedback with multiple stakeholders, including the IOC’s internal teams and partner organizations. Navigating these layers while staying true to the creative vision was a challenge that ultimately strengthened the final product.
The project was rolled out across both digital and print publications, and it remains one of the most visible and enduring pieces of design work in the IOC’s sustainability journey. I collaborated closely with John Murray and Will Fulford-Jones, who contributed as copyright holders and creative partners throughout the process.
John Murray
Content Director at Touchline
Edson is a joy to work with, and a phenomenal talent. He's blessed with the ability to create work of an exceptionally high standard – be it video editing, animations, infographics or anything else that comes his way – and to do it quickly and to the brief, regularly exceeding clients', and our own, expectations. What's more, his enthusiasm for his work is infectious, alongside his constant desire to learn more and push himself further.
