ESP: A Fresh Digital Identity for a Global Leader in Pathology
The Client
The European Society of Pathology (ESP) works to advance pathology as a core element of patient care across Europe and beyond. It supports high-quality diagnostic practice, promotes education for healthcare professionals, and drives scientific research that connects pathology with real-world clinical impact.
Alongside its notable and ongoing work as a professional society, the ESP also organises the European Congress of Pathology. The ECP is the world’s largest annual pathology congress, welcoming more than 5,000 delegates from around the globe each year.
The Challenge
The ESP had recently undergone a large-scale rebranding exercise and needed a new digital presence to align with its updated identity. There were two main tasks: to develop a modern, functional website for the core ESP organisation, and a separate site for the annual ECP. Both needed to reflect the new design direction and support ESP’s ambitions as a digital-first organisation.
The main society website required a fresh structure to make complex, content-heavy information easier to navigate for users, while being just as simple to manage for administrators. Behind the scenes, it also needed robust functionality, including integration with the society’s existing CRM and other platforms used by its members. Similarly, the congress site had to communicate the event’s scale and prestige while offering an intuitive user experience for international attendees.
How We Helped
We started with the main ESP website, designing it as a fully dynamic platform that could adapt to a wide range of users. We also teamed up with Haycraft Creative, one of our trusted partners, on some elements of the site. Now, with personalised content based on membership type and seamless access to third-party tools, the new site delivers a tailored experience that responds to each visitor. It uses dynamic content that changes depending on the audience, ensuring members, researchers, and partners are provided with the most relevant information for their individual needs, every time they visit.
We restructured the site to make large volumes of information easier to manage for the society, and quicker to find on the front end. With the ESP’s audience including academics, clinicians, and industry professionals, straightforward navigation and logical content flow were key to communication.
A major part of the project was integrating the ESP’s membership platform, GlueUp. We developed a bespoke API connection that allowed the new site to communicate directly with GlueUp. This meant that members could log in to the website using their existing credentials, with content tailored to their membership type. From exclusive access to third-party tools to a personalised user journey across the site, the result was a seamless experience built around the needs of each visitor.
Design-wise, both the ESP and ECP sites needed to handle a wide range of content types – news, congress updates, member resources, and more – while staying visually consistent. We created a flexible design that allowed for bespoke page layouts without losing the core brand identity.
From planning to delivery, we completed the project in three months. The result: two professional, user-friendly websites that support the ESP’s mission and showcase its global reach.
