Giving a global manufacturer a digital transformation

User Experience Design

Website Design


Emtelle are a leading manufacturer of fibre optic cables and ducted solutions, supplying large-scale infrastructure projects in over 100 countries worldwide.

Having recently rebranded, Emtelle felt their old website was no longer fit for purpose. It was dated, difficult to use and lacking sufficient product detail and effective call to actions.


Emtelle hired Visual Native to design their new website and Sibbald Digital to build and maintain it.

Our task was to fundamentally redesign their site including the structure, functionality and visual experience.

The aim was to delight their industrial customers with the website functioning as a hub for valuable product information, while also acting as a selling tool with personalised call to actions.

Emtelle website wireframes
Emtelle logo
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We began by conducting research and facilitated a user experience workshop with the Emtelle team to get a good understanding of their target users and goals for the new site.

From here we formulated a logical structure and individual page wireframes to meet these objectives.

Next, we worked on the visual design, ensuring strong Emtelle branding and a cohesive user experience across all devices. We sourced premium stock imagery to bring their industrial sectors to life, and compiled a rich database of product visuals and information supplied by the client.

The final step was to handover the design to Sibbald Digital to implement.

Emtelle mobile menu
Emtelle mobile website showcase
Cable reel
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"It’s great to work with an experienced agency who take the time to understand us, how we work, and respond in the efficient and effective manner we require to stay ahead of the digital game."

Jade / Marketing Manager / Emtelle


This was a significant project, lasting almost 12 months and resulted was a world-class website that Emtelle could be proud of.

The new site transformed their digital offering for their customers while increasing new enquiries.


We’d love to hear about your project and discuss how we can help.