Kassie Naidoo studied graphic design in Durban in the late 1980s before making her journey to Jo’burg. She started her career in magazine design by chance and loved it so much that she worked in the industry for 11 years. As art director of Elle South Africa, her passion for all design forms was fired through exposure to fashion, décor and product design, which led to her helping launch Elle Decoration South Africa.
In 2000 she decided to try her hand at something new, advertising. Naidoo joined FCB as group head on the Edgars account, six months later she moved up to design director on the account. In late 2001 Naidoo was approached by Nathan Reddy and Yfm to join them in re-engineering Ymag. She took up the challenge and joined TBWA/Gavin/Reddy in 2002 as creative director on Ymag, later heading up the design team there. Ymag won Best Consumer Magazine that year at the Pica’s.
Naidoo is currently creative director of KingJames RSVP in Johannesburg.