Sarah Edmands Martin

DESIGNER

Associate Professor
University of Notre Dame

Designer, artist, and scholar working at the intersection of visual communication design, critical fabulation, and media aesthetics. 


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Infographics

Infographic, data visualization, illustration 2016–2017
Various infographics and data visualizations created for clients spanning Icelandic fisheries to the Australian Dinosaurs Museum.    





Concept


This museum didactic was created for the Australian Age of Dinosaurs Museum, an institution located in Winton, Australia. The information-heavy design explains the different categories of rocks and how they form within the geological cycle. Designed to be both educational and visually engaging, the infographic utilizes a combination of detailed illustrations, isomorphic cutaways, and labeled text to break down complex geological processes into digestible components. The museum, known for its annual dinosaur digs in the Winton Formation of western Queensland, houses Australia’s most productive dinosaur fossil preparation laboratory, making geology a key focus of its educational mission.


illustration
infographics
data visualization
art direction

exhibited in the Australian Age of Dinosaurs Museum








    The design balances scientific accuracy with accessibility, guiding viewers through the different rock types———igneous, sedimentary, metamorphic, and volcaniclastic————while also incorporating a clear visual representation of the rock cycle. The central isomorphic diagram shows the transformation of rocks over time, with contrasting colors and textures distinguishing various layers of the Earth's crust. Smaller insets, such as the meteorite section and the "Jump-Up" rock explanation, provide contextual relevance to the museum’s location, reinforcing its local geological significance. 

    The typography is clean and modern, ensuring readability, while the use of infographics, arrows, and sectioned color blocks help delineate information clearly. Overall, this design seeks to serve as an engaging and well-organized visual tool for museum visitors, blending scientific depth with an inviting design approach.








    Concept


    This design was created to highlight the sustainability efforts of Iceland's fishing industry, focusing on maintaining healthy fish populations while supporting a thriving industrialized nation. The design highlights complex data through a combination of structured charts, bold typography, and a clean, well-organized layout that allows for easy information digestion.

    Employing a strategic use of color, the piece differentiates key data points; for example, red highlights Icelandic cod stock trends and blue specifies international comparisons. Visual hierarchy is achieved through varied font sizes and weight, with important statistics and key messages standing out clearly. The use of icons, maps, and graphs, such as the stock size line chart and the seasonality of cod landings bar graph, enhances comprehension by providing direct visual representation of data trends.









    Elite Skiing: Australian Podiatry 


    Created for the Australian podiatry company, Foot Hub, this infographic shows the customer's journey of a custom ski boot fitting, and is featured on their website.









    The infographic is structured into five distinct steps, each represented by a numbered icon and accompanied by clear visual elements that enhance viewers’ understanding. The first step, "Physical Exam," combines anatomical illustration with a process timeline, reinforcing the importance of foot posture, history, and alignment in determining the right fit. Moving into step two, the boot selection is depicted with a side-by-side comparison of options, emphasizing customer choice and efficiency, as denoted by the small stopwatch icon indicating a 48-hour shipping timeframe.















    Step three highlights the customization process, including heat molding, which is visually represented through an exploded view of the boot components, ensuring clarity on how the boot is adapted to the customer's foot shape. The transition to step four uses a subtle environmental shift, introducing a ski resort scene that signifies real-world application, reinforcing the connection between the fitting process and its practical use on the slopes.

    The final step presents a follow-up checklist on a clipboard, utilizing checkmarks and structured typography to convey the importance of post-fitting feedback and modifications, ensuring an optimal fit. The consistent use of dotted textures, dashed lines, and isometric elements adds depth while maintaining a clean and modern look.

    Overall, the infographic successfully balances technical accuracy with an approachable and visually appealing design, making the complex process of custom ski boot fitting both intuitive and engaging for Foot Hub’s customers.