I learned about Matt Chapman, who started a brand design company called Contagious. He said that starting his business when he had a newborn baby at home was both scary and exciting. His goal for the company is for it to be known worldwide as an agency that makes a lasting difference.

Contagious has offices in Edinburgh and Glasgow but works with clients all over the world. They mainly create designs for drinks and spirits brands. The company makes about £3.5 million and has 25 employees. Matt Chapman has been a designer his whole life, finding a passion for visual communication and brand design from a young age. He didn't plan to be a managing director, but he enjoys helping teams grow and telling stories.

Before starting Contagious in 2001 with a partner, he worked in London, Edinburgh, and Singapore. He mentioned that the hardest part of his job is having to let people go, as agencies go through changes. He also finds it challenging to stay focused without a boss, even with a strong team and advisors.

Chapman is proud that Contagious has worked with famous brands like Diageo and LVMH, and that they can compete with much larger agencies. However, he finds it most rewarding to see people he works with grow, whether they stay with the company or move on. He hopes Contagious will be recognized globally for its brand creation and design, and that it will continue to be successful for many years.

He noted that the drinks industry is facing challenges due to the global economy, with many new brands appearing during the pandemic but now facing less customer spending. Brexit has also affected the hospitality industry in the UK, particularly with a shortage of skilled bar staff. Chapman believes that for businesses to succeed, their brand should be seen as a key part of their strategy from the beginning, not just an add-on. He has learned that strong relationships are very important and that it's helpful to have people around who think differently.

One of his best moments was starting Contagious with a new baby at home, and another was winning their first international contract. He also cherishes smaller moments, like seeing a colleague develop or a brand come to life. His most difficult time was when his business partner left in 2011, which meant he had to take on a new role and the company had to downsize.

To relax, Chapman enjoys running, playing football and golf, and has recently taken up wood carving. He finds inspiration in quotes about leadership and communication. He enjoyed reading "The Lord of the Rings" and "Dune" as a child, and more recently, "Breath" by James Nestor. He feels most at ease when running or when doing the focused, calming work of carving. If he weren't in his current role, he thinks he might enjoy wood carving or working in training and development, as he likes helping people achieve more than they think they can. He has enjoyed traveling to Japan and Singapore, and also loves the United States for its "yes" culture.

Original article (edinburgh) (glasgow) (london) (singapore) (diageo) (lvmh) (brexit) (dune)

Actionable Information: There is no actionable information provided in this article. It offers insights into Matt Chapman's career and business philosophy but does not give the reader specific steps or instructions they can follow.

Educational Depth: The article provides some educational depth by explaining the challenges faced by the drinks industry due to the global economy and Brexit, and Chapman's belief that branding should be integral to business strategy. However, it does not delve deeply into the "why" or "how" of these issues, nor does it explain the specifics of brand design or business growth strategies.

Personal Relevance: The article has limited personal relevance for a general audience. While it touches on entrepreneurship, work-life balance, and personal challenges, these are presented through the lens of one individual's experience rather than offering universally applicable advice or insights.

Public Service Function: This article does not serve a public service function. It is a profile of a business owner and does not offer warnings, safety advice, or official information.

Practicality of Advice: The article offers general advice, such as the importance of strong relationships and diverse perspectives, but this advice is not presented with practical steps or examples that a reader could easily implement.

Long-Term Impact: The article has minimal long-term impact. It shares a business owner's journey and aspirations, but it does not provide guidance or information that would lead to lasting positive effects for the reader's life or future planning.

Emotional or Psychological Impact: The article may offer some inspiration through Chapman's story of overcoming challenges and finding fulfillment in his work. It highlights the rewards of personal growth and building a successful business, which could be psychologically encouraging to some readers.

Clickbait or Ad-Driven Words: The article does not appear to use clickbait or ad-driven language. It presents information in a straightforward, narrative style.

Missed Chances to Teach or Guide: The article missed opportunities to provide more practical value. For instance, it could have offered specific advice on how to build strong business relationships, how to navigate the challenges of starting a business with a young family, or provided resources for aspiring brand designers. A reader interested in brand design might benefit from suggestions on where to learn more about the field, such as specific courses, books, or industry organizations.

This text shows a bias toward the success of the company Contagious. It highlights positive achievements like working with famous brands and competing with larger agencies. The text also mentions challenges but frames them in a way that emphasizes overcoming them. This focus on success and positive framing can make the company appear more impressive than it might be.

The text uses positive language to describe Matt Chapman's personal growth and the company's development. Phrases like "finding a passion," "enjoys helping teams grow," and "cherishes smaller moments" create a favorable impression. This language choice helps to build a positive image of Chapman and his business.

There is a subtle bias in how challenges are presented. For example, the text states, "He also finds it challenging to stay focused without a boss." This is presented as a personal challenge, but it could also be seen as a potential weakness in leadership or structure. The phrasing downplays this potential issue by focusing on his ability to manage it.

The text also shows a bias by focusing on the positive aspects of Chapman's career and personal life. It mentions his enjoyment of sports and hobbies, and his appreciation for travel. This inclusion of personal details, while making him relatable, also serves to build a more complete and positive picture of him as a person.

The text presents a one-sided view of the drinks industry's challenges. It mentions the global economy and Brexit affecting the industry. However, it does not explore other potential causes or solutions, focusing solely on the negative impacts and how a strong brand strategy can mitigate them.

The text reveals several emotions that shape the message and influence the reader. A strong sense of excitement is present when Matt Chapman describes starting his business with a newborn baby at home, calling it "both scary and exciting." This emotion is moderately strong and serves to highlight the significant, life-changing nature of his entrepreneurial journey. It helps build trust by showing his willingness to take on big challenges and inspires action by presenting entrepreneurship as a potentially rewarding, albeit daunting, path. The use of contrasting words like "scary" and "exciting" makes the experience more vivid and relatable.

Pride is a significant emotion, evident when Chapman states he is "proud that Contagious has worked with famous brands like Diageo and LVMH, and that they can compete with much larger agencies." This emotion is quite strong and is used to showcase the company's success and credibility. It builds trust by demonstrating the company's ability to deliver high-quality work for major clients and aims to impress the reader with the company's achievements. The comparison to larger agencies emphasizes the scale of their success, making it more impactful.

A feeling of reward is also conveyed, particularly in Chapman's statement that he finds it "most rewarding to see people he works with grow." This emotion is moderately strong and serves to underscore his values as a leader, focusing on personal development and mentorship. It helps build trust by presenting him as a caring and invested leader, and it inspires a positive view of the company culture. The idea of growth, whether within or outside the company, is a powerful motivator and a testament to his positive impact on others.

The text also touches upon difficulty and challenge. Chapman mentions that the "hardest part of his job is having to let people go" and that he finds it "challenging to stay focused without a boss." These emotions are presented with moderate intensity and serve to offer a realistic portrayal of leadership. They create a sense of authenticity and can evoke sympathy, making Chapman seem more human and relatable. By acknowledging these struggles, the message builds trust and shows that success comes with significant personal effort and difficult decisions. The mention of his business partner leaving and the company having to downsize further emphasizes these challenges, adding a layer of resilience to his story.

Finally, a sense of calm and ease is expressed when describing his relaxation activities, such as running and wood carving. These emotions are presented as a contrast to the pressures of business and are moderately strong in their impact. They serve to humanize Chapman, showing his personal life and how he copes with stress. This can make him more approachable and relatable to the reader, fostering a sense of connection and trust. The description of wood carving as "focused, calming work" highlights his appreciation for detail and dedication, further reinforcing his character.

These emotions work together to create a compelling narrative. The blend of excitement and challenge, pride and personal reward, and the acknowledgment of difficulties all contribute to a well-rounded and inspiring portrayal of Matt Chapman and his company. The writer uses personal anecdotes, like starting the business with a newborn and the difficult time when his partner left, to make the story more engaging and emotionally resonant. By sharing these experiences, the reader is drawn into Chapman's journey, making the message about leadership, brand building, and resilience more persuasive and memorable. The emotional language, such as "scary and exciting," "proud," and "rewarding," is chosen to evoke a strong response from the reader, guiding their perception of Chapman as a determined, successful, and principled individual.