A joint collaboration between Guidant Group and Anna Rasmussen (Open Blend Method), Chemical Code designed the identity for Keeping Women In – a study into the challenges Women face in employment, why they leave work and what balance they want when juggling a career and family.

Once we’d created the identity and guidelines we designed the report, printed on recycled paper, around the 10 elements identified in the report as the most frequent elements identified by the 250 women interviewed.


From Guidant Group:

Women want careers and businesses need women who want careers but there is the well-publicised and very real issue that all businesses face; the inability to retain key female talent.

Productivity and profitability are known to excel in organisations with at least three female board members and teams with 50/50 men and women are more innovative than those that are male dominant.

Despite the obvious benefits of the female talent pool, there is a steady flow of women leaking out of the professional workforce between junior recruits and board level.

Our Keeping Women In research project aims to tackle this problem head-on. We have given high achieving working mothers a voice. We personally interviewed 250 high achieving working mothers and asked them to tell us about their lives, to identify barriers to achieving their full career potential and to suggest potential solutions for employers.

Our research:

Introduces the concept of work/life blend over work/life balance
Identifies a gap of 20% between actual work/life blend and the desired blend that women need to achieve their full career potential
Demonstrates that women put their children, their careers and their partners before themselves
Confirms that women are working on average 30% over their contracted hours
Tells us that women with an unsustainable blend will leave the workforce but their Leaders have the power to stop them
Identifies a direct link between blend fulfilment, well-being, productivity and retention
Provides insightful, practical solutions for employers, 80% of which relate directly to Leaders