Corporation Pop has developed two new websites for Central Manchester University Hospitals NHS Foundation Trust (CMFT), showcasing its IVF and research capabilities.

The Manchester agency has launched a new identity and site for a fee-paying assisted conception service at Saint Mary’s Hospital.

The logo uses mathematically generated Fermat spirals, a pattern commonly found in plants and based on the golden section.

The new CMFT sites

The new CMFT sites

Corporation Pop has also developed a website for CMFT’s Research and Innovation (R&I) Division, which aggregates content from six previous sites to provide accessible information about research across its eight hospitals and community services.

Dom Raban, managing director at Corporation Pop, said: “Our work with CMFT demonstrates two very different approaches to design. While the R&I brief required adherence to NHS guidelines, we could be more creative with Saint Mary’s as it had to compete with commercial IVF services and therefore look very different to a typical NHS site.

“The common thread is that both solutions are clean and contemporary with clear navigation. They have been optimised for a superior user experience as well as easy access across a range of devices.”

Sam Evans, directorate manager for gynaecology at CMFT, added: “We’re delighted with what Corporation Pop has delivered. The new website will make it easy for people to understand and access our range of fee-paying services.”

The agency won the work through two separate pitches and competitive quotation exercises at the end of 2014.