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MAMMA framework final artwork


Client / CSIRO: Sustainable Pathways Team
Role / Lead Designer & Artwork Artists / 2022


The MAMMA Framework was a decade in the making. Developed and informed by the 12-member authorship team, the framework was originally held in various parts across the minds of these scientists for a long time. Before finally, in 2023, it became time to come together and write it down. Dayna Hayman Design was brought on early in the academic paper writing process to build the overarching narrative, final visual artwork image and team consensus of the MAMMA Framework. Utilising a tailored complex visualisation approach, DHDesign helped to enable a collaborative process over four key design stages.

MAMMA framework Dayna Hayman Design's porfolio case study for the graphic recording project: research workshop, addressing consutration workforce and skill gaps in regional NSW. Graphic recording. Visual documentation. Research graphic recording.

Narrative Overview

People are struggling to address sustainability challenges and create sustained change (1. Problem) within their organisations, projects and policies. Partnering with experts/MAMMA they're able to enter into a
non-liner process (2. Partner) to imagine their future (3. Vision), explore the challenge while identifying other roles they need to engage with to create change (4. Reframe), Co-design (5.) & Build (6.) to create a new enabled environment to reach goals (7.) and sustain for the future (8.).


1) Set the design brief and audiences: Through a series of workshops designed for co-creation, the team explored how they each individually described the framework. This helped open ideas and build consensus to the overall information structure. These workshops were held digitally using Zoom and Miro where DHDesign facilitated the discussion. The input was then synthesised into a short and sharp Reverse Design Brief that set an agreed scope of the project and initial concepts from the scientists.

Concept developed of fantastical mechanical crabs to create system change.
MAMMA concept 2 fantastical baking machine sketch

2) Conceptualise: Where DHDesign iteratively reflected concepts of the MAMMA Framework’s collective ‘who, what, where, how, why’ stories. The Authorship Team was able to see where their debate had made parts uncertain (and eventually agree on the science for clarity) or see what parts of the science they were euphemising and then strategically decide on key messages together. This phase included using paper sketch concepts to test and refine with the team using Zoom and Miro. 

3) Audience Testing: To ensure our

narratives resonated a round of user testing against the final concepts was conducted. We focused on testing if the story resonated and used the feedback received to refine thefinal concept. DHDesign prepared a guiding line of enquiry and conducted 1:1 / 1:2 interview processes. Iterating as needed between interviews to test and develop.

4) Final Stage Delivery: DHDesign executed the final artwork and supporting presentation tools. The overall process had setup the final artwork execution stage for speedy success with minimal iterations needed as prior consensus across the entire Authorship Team was built over the length of the project. By using DHDesign’s complex visualisation design process, the scientific team avoided; getting lost in the debate and big budget burn risk, where in visual projects budget is wasted on constantly redoing and editing digital artworks.


DHDesign built a staged power-point slide deck that was correctly formatted as a presentation tool for the authorship team. This included technical and narrative labelling options that helped highlight either the aligned felt experience or technical knowledge of the framework. This would allow them to professionally use the artwork in both the academic paper (A4 image) and as a digital communication tool (presentation file). During the final session with the core clients, where we celebrated the artwork, DHDesignalso shared some basic power-point skills to give confidence in using the final artwork tools in their work.

MAMMA framework slide deck storyboard slide where "enablers cross the bridge to the future of sustained change".
Complex visualisation introduction zine slide page 1
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