INTERNAL COMMUNICATION | SALES ENABLEMENT | LEARNING DESIGN
Executive Snapshot
FNB needed a practical training system to help branch and call-centre teams understand and explain the eBucks rewards proposition.
The audience ranged from new starters to experienced staff. They worked under daily performance pressure, so training had to be clear, portable and easy to revisit.
The response was a modular boxset that brought product learning, service habits and sales guidance into one branded toolkit.
The Communication Challenge
The eBucks program included rules, benefits, tiers and customer scenarios that could be difficult to explain consistently.
Policy-style documents risked overwhelming staff or being used once and then set aside. Teams needed quick answers during customer interactions and enough depth for structured learning.
The project involved several booklets and learning formats. Each component needed a clear purpose while remaining part of one recognizable FNB system.
My Role
Working with Spitfire in Johannesburg, I served as Creative Consultant, Strategist and Creative Director.
I led the creative strategy, learning structure, information hierarchy and design direction. I translated complex content into practical communication, maintained consistency and guided production.
The Communication Response
I treated the boxset as a field guide rather than a conventional training manual.
The content followed a clear sequence: what eBucks is, why it matters and how to explain it. Modular booklets supported reference, practice and customer scenarios. Personas and service stories connected learning with situations staff could recognise.
Guided questions, conversation prompts and objection-handling cues helped turn knowledge into usable sales behavior. Staff could rehearse explanations and adapt them to different customer needs without losing the core message.
A shared grid, typographic hierarchy, colour system and navigation structure connected every item. Brand-aligned photography and illustration gave the material a familiar FNB character. The custom box kept the learning components together and reinforced their value.
Corporate and Brand Value
The toolkit created a common reference for teams across different roles and locations. It supported onboarding, repeat learning and consistent explanations of the eBucks value proposition.
It also extended brand governance into employee communication. The system aligned what staff learned, how they discussed the product and what customers experienced.
What This Project Demonstrates
Internal communication strategy, sales enablement, financial services marketing, learning design, information design, editorial systems, brand governance, creative direction and print production.
