The Signage division of First African Holdings is the biggest African supplier of signage to the oil industry, and rapidly making inroads in other retail sectors as well. This is because we do more than just design, manufacture, install, and maintain signs. Unique in the signage industry, we also offer world-class engineering and project management services, skills honed during the years the founding managers of First African Holdings worked in the defence industry. First African Holdings employ some of the best professionals in the field. Among our staff are 10 graduates, including 2 engineers with Masters Degrees, a number of Technicians, and numerous other highly skilled and experienced staff.

First African Holdings is currently the sole signage supplier to Caltex South Africa

Originally only a supplier of pylon signs to Caltex SA on the R200 million 'Delta Project', First African Holdings was requested to submit a proposal for all Caltex SA's signage needs in 2002. The brief was to keep the look consistent, but to save costs where possible by optimising the designs of all the signage elements. First African Holdings took up the challenge, and significant savings were realized by redesigning various aspects of the 'Delta Project' signage. The result was a 3-year contract to become Caltex SA's sole supplier of signage for NTI (New To Industry) sites. This was eventually extended until 2010, when we manufactured the first 2 South African sites that conform to Chevron's new global image. When Caltex SA was officially renamed to Chevron SA, in line with the company's international name change, First African Holdings manufactured the signs for the Head Office and regional offices. Techron rollout completed in 3 months in 2006 Early in 2006, First African Holdings managed the 'Techron' rollout for Caltex SA. Around 800 sites were visited to install the new 'with Techron' panels on all the pylons countrywide

400 sites rebranded in 3 months!

To launch their 'Ultimate' brand of fuel in South Africa, BP required new signage on 400 of their sites in the Cape Town, Johannesburg and Durban areas. Factor in that this rollout had to be completed in 3 months between September and November 2006, that 400 of the spreaders that needed new faces measured 2,5 x 2,0 m, and that there were another 15-odd types of spreaders and several types of pylons around, it was clear that a logistical challenge was looming. After spending the first couple of weeks overcoming various unforeseen technical challenges, the First African Holdings team managed to pull it off, and the initial 400 BP sites (and about 200 more done subsequently) are proudly wearing the 'Ultimate' livery today.

The Angolan national oil company is rapidly rolling out new fuel stations across its war ravaged territory. First African Holdings are successfully becoming the preferred supplier, and to date has manufactured signage for around 15 new service stations, with more to come.

Many sites rebranded to the 'reinvigorate' image

First African Holdings previously supplied signage to Engen on a relatively small scale, but in November 2004 we were successful with a tender for 13 sites to be rebranded before Christmas! The project caused a bit of running around in the factory, but the bunch at First African Holdings are used to challenges like this, and managed to pull it off, in time. There were some grumblings about quality afterwards, however, so it was back to the drawing board regarding Engen.
Much effort went into resolving these complaints, and today First African Holdings manufactures a steady stream of Engen signage for South Africa and beyond.

A turning point for a fledgling venture

When Aerodyne acquired Rimm Engineering in 1993, Rimm was a supplier of fiberglass panels to a variety of industries, although signage was gaining prominence. Rimm was tapped to supply the grey panels for the Shell pylon signs in 1994. Then the original signage contractor was booted off the project, and the rocket engineers at Aerodyne were approached to manufacture the complete sign.

A while later, the 7m monolith signs rolled out of the factory at a rate of 10 per week, and the 14m long range or 'Ultra City' signs were manufactured at a rate of 2 per month. To date, First African Holdings or its predecessors in the Aerodyne group has manufactured in excess of 1000 Shell pylon signs, and you can find them in about 10 African countries. The Shell RVI rollout eventually came to an end in 1999, but in 2000 First African Holdings won the contract to supply the new long range signs. These behemoths are 16 m high, and the steel frame alone weighs about 10 tons.

270 sites re-imaged in second half of 2004!

When Total SA changed its logo from the previous 'slanted speed lines' to the current 'swirling ball', First African Holdings was one of 2 signage companies tasked with effecting the change in South Africa within 6 months. This caused some serious running around, but the project was completed on time in December 2004.


Painting the town red
Total is the customer that one could trace back to the start of First African Holdings's involvement in signage. Rimm Engineering originally (around 1990) supplied Total with the red panels used on their canopy fascias and shop fronts, while other companies did the rest of the work and the installation. Much later, after Aerodyne Sign Technology became the distributors of AWLGRIP paint in South Africa, Total elected to repaint their entire network with AWLGRIP. Several containers of paint were shipped in, and a mammoth project spanning the four corners of South Africa was undertaken on 600 sites. The project was completed early in 2000, and the work was guaranteed for 5 years. Lately, some colour fading can be seen on these sites, which means that the paint lasted more than 10 years!

Subsequent to the AWLGRIP project, Total ordered the signage for a complete site. This, the first of many full service station sites undertaken since, was completed late in 1999. It still holds a special place in the hearts of the veterans involved with it!

90 sites rebranded in 4 months!

First African Holdings is still proud to have been associated with this high profile, high energy and high stress rollout! Our many years of experience with fiberglass mouldings gave First African Holdings the inside track to become the designated supplier of Column Claddings, as well as Litterbin and Speed Point units on this project. We started tooling up for the rollout in the second half of 2003, and the production orders were placed late in January 2004. In June 2004, the project peaked with up to 10 Sasol sites requiring signage in a week. First African Holdings doubled its staff complement between January and March of 2004, and the production line sucked in tons of resin, glass and paint. The end result, a collaborative effort between a number of signage companies and ID Technologies, the project managers, certainly put Sasol on the map as a fuel retailer in South Africa. Late in 2005 First African Holdings was successful with the tender to supply Sasol with Canopy signage and pylons as well as all Exel signage.

We hit the shopping malls...

First African Holdings became a supplier to the American Swiss and Sterns Jewelers, as well as Matrix sunglass shops in the Foschini Group in 2006. First African Holdings have since done work for most of the other Foschini brands: including Markham, Total Sports, Due South, Sports Scene and Exact.

Free world coatings

When Barloworld split off its coatings division into a separate listed entity, a number of factories needed to be rebranded. First African Holdings took part in this exciting project.

First African Holdings goes to Cairo with Citibank

It took a couple of months of negotiations and visits to London and Cairo, but First African Signs eventually scooped the contract to do the branding on the new Citibank building in Cairo.

With rather exacting specifications and much attention being paid to detail by the client, First African Holdings managed to convince the largest bank in the world that we are up to their standards.

A variety of samples were sent off for approval, and at times it felt like we were manufacturing jewels, not signs!

Conti partners suddenly visible all over the country

Continental Tyres have been running their Conti Partners association for a number of years, but pride of place on the shop signage traditionally went to the dealer name. Faced with low customer recognition of their brand, Continental decided to upgrade the signage, and make their brand more prominent. Needing a company that could offer national support, they approached First African Holdings. The resulting combination of illuminated signage combined with fiberglass fascia panels is highly visible on around 40 sites countrywide at the moment, with more sites to be rebranded in the near future. All the signage is painted with Awlgrip, and the Continental Orange paint has been submitted to a 2000 hour QUV test by the SABS, which it passed with flying colours. The 2000 hour QUV test simulates around 5 years of outdoor UV exposure, which means that the Conti sites will look good for years to come.

Fresh Stop

Late in 2008, Fruit & Veg City launched a new Convenience Store in collaboration with Caltex. The trial was a success, and Fresh Stops are now being rolled out countrywide at a rapid rate. First African Holdings are there to supply the signage.

U-$ave shops opening all over

U-$ave is a value retailer in the Shoprite group, specifically aimed at areas where informal traders tended to rule the roost. These small, limited offering stores are opening in less affluent areas in a number of African countries. First African Holdings has supplied the signage to U-$aves in South Africa, Malawi, Tanzania and Angola. We have also supplied signage to the other store formats in the Shoprite/ Checkers group: including, most recently, Shoprite in Ceres.

University of Johannesburg

Yes! The UJ signage was manufactured in Cape Town by a bunch of Maties and Ikeys! OK, at least the wife of the First African Holdings MD studied at UJ (then RAU). We quite enjoyed doing the project for such a prestigious institution. But, as the Varsity rugby goes, the signage goes as well. The Champs are in the South!

WBHO and Murray & Roberts - Cape Town Stadium

The tender came along at a time when First African Holdings was working short time in the second quarter of 2009. So we decided this would be a good contract to do, in spite of the complications: Around 12 000 individual signs and markings needed to be done, and we thought we were up for the challenge. In the end we were, but only just! Lots of grey hair and raised temperatures and pressures later, not to mention the overtime, the Stadium was ready for the big day. And the staff who managed the process at First African Holdings sure were ready for a holiday!

Capitec, Westonaria

Late in 2010, FAH was successful in gaining a large chunk of the latest Capitec signage rollout. More than 30 sites were rebranded in about 3 months, with more to come.

"Ek was baie be-indruk met julle diens en kwaliteit.

Groete

Chris Scheepers
Head: Maintenance & Merchandising
Property & Development
Capitec Bank"

Old Mutual

Old Mutual signage - Mall of the North, Polokwane