Nathan Reddy studied design in Natal at the ML Sultan School of Design. He began his career as a junior designer at FCB design where he remained for three years before moving to TBWA Hunt Lascaris as the head of design. In 1994 he joined Louis Gavin as a partner to form DDB South Africa. Three years later they started TBWA Gavin Reddy, which became one of the most recognised advertising and branding agencies in South Africa.

This successful partnership came to an end after 10 years when Reddy decided to follow his core competency and passion: branding and design. In 2004, he founded GRID, a small branding agency situated in Melrose Arch consisting of specialists cherry picked from the industry. GRID is a spirited, gutsy new entrant to the market and based on a unique philosophy of challenging convention and using the power of brands to transform societies, ultimately to changing the world.

Reddy and his team have developed identity and branding systems, promotional material, environmental graphics, packaging, posters and publication designs for a wide range of clients such as MTN, Edcon, Yfm, Cricket world cup, Toyota, Boardmans, Standard Bank, Exclusive books, Proudly South African, the Apartheid Museum and the Johannesburg Art Gallery, to name a few.

Reddy is South Africa's most awarded brand specialist with 55 gold, 105 silver and eight grand prix Loeries in 10 years, as well as numerous international awards including three gold, five silvers and six bronze One Show Awards, and a number of D&AD silvers and merits. His work has been published locally and internationally.

He is also the founder of Think SA (the Graphic Design body of South Africa), where he remains a board member. He also sits on the board of the Creative Circle. Reddy has been actively involved in the transformation of the South African creative industries, the fruits of which are beginning to show.

In addition to speaking on design at various design conventions and schools, he has judged national and international design competitions. Drawing his inspiration from music, art, film, literature and people watching, his goal is to make South Africa “sexy and stylish”. He wants people to be proud to say "I am South African", rather than "I am of this descent" or "I am a mixture of this and that". He is passionate about defining African chic that moves away from the arts, crafts and ethnic associations to one that truly captures our heritage, spirit and talent to create a new genre of South African brands.