AsmartPlace - Bold Agency

Web Design, Web Development, & Brand Building

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ASmartPlace (ASP) is a division of the Huntsville/Madison County Chamber Of Commerce and the area’s premier platform for learning about local career opportunities.


An estimated 6,000 jobs are coming to North Alabama within the next few years with over a dozen major economic developments and company relocations anticipated. With this large growth comes a flood of job opportunities that will need to be filled. ASP was looking to position North Alabama as the ideal place to live, work, and play when they reached out to us. But in order to accomplish that, they needed to build a more recognizable and enticing online presence.


We sat down with the ASP team to fully understand their mission and online goals. We narrowed down their audience personas into four categories: Local Job Seekers, Out-Of-State Job Seekers, Employers, and Students. With those audience groups in mind, we built a site map that allows each group to find the information that pertains to them with ease. In addition, we designed the home page to act as a secondary navigation so users, as they are scrolling, can access key pages straight from the home page.

The website design also had to translate seamlessly on mobile devices. A part of ASP’s mission is to build its recruitment presence at university and college job fairs around the state. With so many students and users alike using their mobile devices to access online information, the ASP website was built with mobile in mind first.

Building Consistency

Although the ASP logo had already been established, their team didn’t have a way to ensure cohesiveness across brand materials. Incorrect use of the logo, colors, and fonts takes away from a brand’s ability to build awareness.

We built a brand guidelines manual that features a slightly updated logo along with a brand new color suite that is featured on the new website. To further help create brand awareness, we incorporated wavy visuals into the website that can be reused across print materials and social media graphics.


As well as showing off the Huntsville area, it was important for the website to include the most important value for job seekers — access to a larger database of job listings. The new ASP website now includes a customized job feed featuring local listings from one of the world’s largest employment search engine, Indeed.

“The Bold Agency completely blew us away with their designs of our new site. We told them we wanted the site to scream ‘Come to Huntsville. It’s an awesome place to live!’ and the site does exactly that. The Bold Agency listened to what are goals were and helped us accomplish them. From branding to site layout and design, we were so pleased with the outcome and the fresh look of our site.” – Katelyn Sides Baker, Workforce Recruitment Director