FNB spreads the love on social - Learn more
FNB’s LoveFNB platform was created to do what most banking content can’t: be playful, heartwarming and community-driven. Designed for Facebook, X, and Instagram, the platform is a digital home for competitions, positive sentiment, and human-first brand moments. But by early 2024, it had lost its spark and content had become predictable, formulaic, and forgettable.
That’s when Circle was invited to reimagine the brand’s approach, just in time for the Month of Love. We began by creating a distinctive CTA button with a heart-shaped icon, designed to stand out within the broader FNB ecosystem. From there, we introduced a bold visual identity system that could own the platforms it played on, full of graphic hearts, playful iconography, and scroll-stopping charm.
At the heart of the refresh was a total tone reboot. We moved away from bank-speak and leaned into South African slang, cheeky internet lingo, and native meme culture. The result? A voice that felt alive, local, and unmistakably human.
We built engagement formats that extended beyond likes and shares:
- Emoji romcom guessing games
- “Screenshot to win” GIFs
- Conversational banter in the copy itself
It wasn’t just content. It was a two-way dialogue, made to make people smile, swipe, and stay.
LoveFNB’s refreshed campaign proved that even banks can show up in culture-forward, delightful ways. With a new visual system, a fun, localised tone of voice, and a content strategy rooted in joy and participation, the platform went from passive to powerful.
LoveFNB is no longer a content channel. It’s a social-first experience that gives audiences a reason to fall in love with the brand, and with banking all over again.
Let’s get in touch
info@circledesign.co.za
+27 (0)83 305 1108
Physical Address
Third Floor, Silky Oak House
Ballyoaks Office Park
35 Ballyclare Drive, Bryanston, 2022
Company Details
Circle Branding by Design Pty (Ltd.)
Company Reg: 2014/208590/07
VAT Reg: 4790267993
B-BBEE
Circle Branding by Design is a Level 2 QSE with 51% black ownership.