Datel Customer Website | Blend

Project type

Website

Industry

Professional Services

Location

United Kingdom

Services provided

Strategy

Copy

Design

Development

About the project

Following our successful rebrand and website redesign for Datel, the next logical step was to focus on one of their most important audiences: their existing customers.

With customer relationships making up a significant portion of Datel’s growth and revenue, they wanted to provide more than just a functional support hub, they wanted to deliver a VIP-style digital experience. The result is a customer-facing microsite: a dedicated destination designed to support, onboard, and empower Datel’s customers, while reinforcing the brand values and enhancing the post-sale experience.

This customer website is fully aligned with the brand direction we established during the rebrand, but it also explores that system in a new way. Where the main site is light and clean, the customer site embraces a darker theme, reversing the core colour palette to instantly signal a different context. The result is a premium, intuitive environment that feels distinct yet unmistakably Datel.

Hear directly from Emma Pownall, Marketing Director at Datel, and Paul Tapping, Creative Director at Blend, as they discuss the vision behind Datel’s customer website, how the project evolved from the rebrand, and the thinking that shaped a truly differentiated experience for Datel’s valued customers.

Hand-drawn illustrations

As part of Datel’s wider brand transformation, we created a suite of bespoke hand-drawn illustrations—each one crafted to represent key services, value propositions, and ideas in a uniquely expressive way. These illustrations became an integral part of the brand and the digital experience.

For the customer microsite, we extended this approach by creating new illustrations tailored to customer-specific themes. Areas like onboarding, customer resources, product introductions, and service add-ons are all visually supported by bespoke artwork that reflects the real-world journey of Datel’s customers. This visual consistency helps strengthen the experience while keeping it warm, human, and aligned with the brand.

Website design

The new customer microsite is designed for clarity, depth, and ease of use. Giving existing customers a clear path through key information, including onboarding, support, and how-to guidance.

By flipping the colour scheme, we signalled a shift in audience and purpose while staying on-brand. A secondary navigation element at the top of each page allows users to easily return to the main Datel website, creating an intuitive experience between both environments.

The content and CTAs are also tailored to customer needs. Instead of sales-focused messaging, the site prioritises actions like “Contact support” to make help and insight easy to access exactly when it’s needed.

DTL Customer-Sage 200

DTL Customer-Support services

5-DTL Customer-Customer–Support

Flexible, scalable content powered by HubDB

To make ongoing content management effortless, we implemented a HubDB-powered solution for managing and displaying Datel’s product and service add-ons. This setup enables the Datel team to easily update and organise offerings without developer support, while giving users a simple, searchable interface to explore what’s available.

This approach provides operational efficiency alongside a polished frontend experience, helping Datel scale their support and services offering while keeping customers informed and in control.