The PAF was founded in 1990 by NFLPA Executive Director and legendary guard Gene Upshaw. The foundation supports and inspires players and their families with personalized tools and resources to meet any opportunity or challenge.
Taoti joined the team to elevate PAF’s presence by redesigning the brand identity and giving its website a fresh new look to better serve its members and communities.
PAF was one of many NFL player support groups using similar language and visuals to describe their work. PAF needed to establish a clear identity and provide easy navigation to its exclusive tools and resources available to former players. One of the main goals was to build trust and create a compassionate space that showcased the positive impact the organization has had on players and their families.
We used a Taoti in-house artist to create original illustrations. This approach was highly effective in making the page visually compelling and emotionally evocative. The art quickly reinforced the message that PAF is ready to support those in need.
The visual design simplified page layouts, which created welcoming and compelling pages to encourage engagement. Bold colors and graphics make the site feel modern and convey confidence in the organization’s commitment to former players. The messaging was inspirational and hopeful, creating a space for players and families to connect, receive support, and lift each other up.
