1610 Menard Street,
St. Louis, MO 63104

+1 314 241 1710

© 2019 Obata Design.

AAIM – Responsive Website


Case Study


AAIM: Rethinking the Digital Experience for Customers

Fortune Brands – 2016 Annual Report
August 1, 2017
Fortune Brands – App Branding
August 4, 2017

AAIM – Responsive Website

Obata designed and built a responsive website for AAIM Employers’ Association, focusing on streamlined navigation, brand message clarity and mobile accessibility.

About the Client

AAIM Employers’ Association provides a wide range of services in human resources that businesses use to help hire, develop, and retain talent.


  • Produce a new website for AAIM that clearly communicates the company’s purpose and value to customers
  • Build a responsive site to increase accessibility
  • Rethink user flow and content structure to compress copy, eliminate redundancies and streamline site maintenance


  • Develop a clear message hierarchy focusing on three core solutions that AAIM offers its customers: HIRE, DEVELOP, RETAIN
  • Seamlessly integrate Training & Events information from a third party database and consolidate all events onto a single page
  • Leverage WordPress’ robust platform and easy-to-use CMS to build a custom and contemporary design solution


  • Designed a solution that reinforced AAIM’s commitment to help companies HIRE, DEVELOP, RETAIN, and highlighted company services based on the these solutions
  • Enhanced the user experience by consolidating multiple levels of duplicative content and shifting from a very complex navigation schema to a simple user flow

  • Combined all Training and Events onto a single, dynamic page with customized filters and search capabilities making it easy for visitors to find the right course for their needs
  • Created a custom icon set to highlight all company services in a uniform style and provided final vector assets to the AAIM marketing team to be repurposed across all marketing channels