Strong Minds, Stronger Players:
Reimagining NFL Total Wellness

A Crafted Approach for Engaging
Clinicians and Players

NFL Total Wellness is a vital initiative dedicated to supporting the mental and physical well-being of players by connecting with them directly as well as through their coaches and clinicians. As conversations about mental health and wellness gain momentum in professional sports, there is a need to refine and enhance the program’s materials to better engage key audiences, encourage dialogue, and enhance impact.

Working closely with NFL Total Wellness doctors, we developed an inventive design and content approach that maintains the NFL’s detailed brand guidelines and governance requirements. A core challenge was to create materials that resonate with two distinct audiences—athletes and team clinicians, ensuring impact and clinical credibility.

For athletes, we crafted visually inviting, conversational content that encourages participation and shows respect for their abilities and health. The design and messaging focus on reducing stigma and making wellness resources feel important and actionable. For clinicians, the materials are designed to be substantive, thorough, and structured for easy reference while ensuring clarity and engagement. This balance allows medical staff to quickly access vital information while maintaining the depth needed for professional use.

Although NFL Total Wellness does not publicly share program results, broader league-wide trends demonstrate the effectiveness of increased focus on mental and physical wellness. A 17% decrease in concussions since 2023 reflects an overall commitment to player safety and education. Research shows that 26% of NFL players report symptoms of anxiety, whereas 24% experience depression, underscoring the need for accessible mental health resources. Expanded mental health initiatives, including embedded clinicians and increased player education, highlight a shift toward a more proactive approach to wellness.

By reimagining these materials, we helped bridge the gap between medical expertise and player engagement, fostering an environment where wellness is prioritized and openly discussed. As the NFL continues to lead in athlete health initiatives, these refreshed materials provide a lasting foundation for sustained progress in mental and physical well-being. Overall, the design and copy enhancements elevate the presence of this program in the NFL and help increase its effectiveness.