Using the company's traditional turquoise as the primary colour, the painting of the first tower proceeded without fanfare, and is now branded with the FNB logo and the payoff line 'How can we help you?' on one side, and "Proudly South African" on the other. The second tower is being painted with images showing the history of Soweto and the community in general.
The design of the mural was carefully researched amongst the residents of Soweto as FNB wants to create a symbol that is both respectful of the past and instils a sense of pride and ownership in the community. The sheer scale of the project also means that it is likely to arouse considerable comment and discussion, and could serve as a useful educational tool.
"The mural on the second tower will include images of famous Soweto landmarks as well as people's heroes such as Nelson Mandela, and Yvonne Chaka Chaka. The tower will also feature scenes and images from everyday life, like taxis and street vendors," says Zweli Manyathi, Head of FNB's Metropolitan Banking. "Work on this tower will begin shortly and it's completely pictorial, carrying no FNB branding at all." Manyathi is hopeful that this high-profile exercise will further serve to strengthen FNB's position in the eyes of the community.
The rights to 'advertise' on the twin towers are held by the Soweto City Council. "When FNB was approached with the option to rent and brand the towers - we leaped at the opportunity," continues Manyathi. "This project supports one of FNB's internal brand values, that of community involvement, and also acknowledges the work and history in which Sowetans themselves have been involved."
As a major player in the community, FNB currently has two branches in Soweto and is planning to open a third early in 2003. This is more than any of the other commercial banks, Manyathi asserts.
"There is little doubt that the community of Soweto played a decisive part in South Africa's transition to democracy. We see this project not only as promoting FNB, but also as recognition and acknowledgement of the pivotal role played by all Sowetans," he concludes.
