The Storytellers: Nathan Reddy
“Make it mean something.”
Nathan Reddy, founder and Chief Creative Officer of Grid Worldwide, South Africa’s most awarded studio responsible for creating and rebranding some of the most iconic brands around the world. Nathan is South Africa’s most awarded brand specialist with an induction into The Loeries Creative Hall of Fame. His national and international awards are numerous. He is also the founder of Think SA, the Graphic Design body of South Africa, where he remains a board member and executive director of the Creative Circle. With iconic projects such as Marble, Zioux, The Pantry, Anti Est, MTN, FNB, KFC Rebranding, The Apartheid Museum to his credit.
What inspires you?
PEOPLE! Habits, behaviors, finding out what makes us tick or not tick. People never stop inspiring me because they are ever-changing. And you are always learning from someone. From the way people lookto the different personalities, it’s a never-ending source of inspiration.
I’m also inspired by the beauty of things. The way something feels, not just how it looks. Be it a flower, a piece of music, furniture, or some authentic, exquisite fabric.
I love craft, and I’m curious to understand how someone created something – how did they do that?
What are some of your daily habits?
Nowadays, I’ve never been more health conscious. This vessel we live in needs to be constantly serviced and checked on.
Considering the abuse I’ve put it through, it’s never too late to be super obsessed about what I’m consuming - audibly, orally and visually. So, I’m up at 6 am, read for 15 minutes, gym at 6:30, out of the gym by 9, after a 12-minute sauna and breakfast. That’s my everyday routine. Work is unpredictable, but I find I’m better equipped to deal with what the day throws at me because of a good start. And then bed by 10 pm – yes, boring.
What have been your most significant failures, and what did you learn from them?
My biggest failure is very personal, but I wish I understood fatherhood better. I had my daughter at a very early age. I wish I knew what I know now so I could have been a better dad.
I’ve learned that bringing up kids is a full-time job. They are so impressionable and need constant guidance to be great people. However, I now try to make up for lost time by being a little overprotective.
How do you plan for your business’s future?
My business is constantly changing – we have to learn everything about everything. You go from understanding how to grow a Telco’s share price to moving a financial services organisation to be the most loved in the land to selling a nation to the world. So you are constantly learning about all these different brands – it’s fascinating how various industries work. It definitely keeps you young and on your toes.
Our industry is super-competitive, so we have to be ahead of the competition. My job is to make sure I have the most incredibly talented people on the planet around me.
I need to understand innovation and technology and make sure my business is geared up for everything all the time, 24/7. Let’s just say there’s never a dull moment.
We have a five-year plan, which really helps to have a roadmap. But even that plan needs changing based on what’s happening in the world around us.
What has been your biggest “a- ha” moment?
I’ve had a few great moments in my life that caused me to go “a-ha”. For me, “a-ha” can mean a wake-up call or a defining “wow” moment.
Lots of wake-up calls. One is that drinking is poison for your body, although I love red wine. So, I
just drink red wine now and in moderation. Another is to keep your circle of friends small. Don’t speak much, rather listen more. Appreciate every single day you’re alive – be grateful and thankful. Care and try help wherever you can – be a good human when no one is looking.
A ”wow” moment that stands out for me was receiving the accolade of lifetime achievement by the Loeries Hall of Fame at a young age (well, I thought I was young). That was a serious “a-ha” moment. (Editor’s note: Nathan is the youngest person ever to receive such an award).
Top 3 websites or blogs you can’t imagine your day without.
Depending on what I’m working on, I mostly consume Facebook, Instagram, TikTok and now X, and I read most international news prints. I learn a lot by what I see and hear. People on these platforms are a great source of inspiration – both good and bad. It’s just the world being naked. Sometimes, it’s mindless stuff, but most times, it’s inspiring.
For cool websites, I like these: lifehack.org impacttheory.com thestrive.co
How do you manage your work-life balance?
To me, work and life are one. It’s how I balance myself. Watching a movie sometimes feels like work if I’m looking for something. Or when I’m reading, I’m searching for some answers. I’m constantly researching. For me to completely switch off means to be knocked- out. Although, lately, nature and the outdoors have a good effect on my senses to switch off a bit more.
Where do you see yourself in five to ten years from now?
I need to keep this brain at its optimum, so more of the same- I’m definitely not retiring (laughs). So, I would say getting to tasks quicker and maybe trying less to care so much. Although, I don’t mean that in a bad way.
On a serious note, brands are living things that need constant adjusting in an ever-changing world. Our job is never done – you have to keep up with culture to keep being relevant. To give brands meaning and value is very challenging yet vey rewarding. You affect so many lives.
Growing home-grown brands is my passion. I can’t see myself stopping. The future of our country relies on SMEs, so my job is to make sure these businesses and brands make a significant, positive impact on our economy and our people.
PHOTOGRAPHER: Tim Gerges
tim@timgerges.com
www.timgerges.com
+27 84 522 5227 www.facebook.com/timgerges.photographer www.instagram.com/timgerges
HAIR & MAKEUP: Kelly-Jean
www.kelly-jean.co.za
Instagram: @keljeans
