Abstract
This study investigates the role of street art as a tool for place branding in Braamfontein, Johannesburg. Graffiti is documented to have originated in Cape Town during the 1980s, amidst South Africa’s apartheid era. Initially viewed as subversive, this form of art has evolved into street art, a prominent feature of urban landscapes that contributes to the visual and cultural identities of South African spaces. Despite the growing popularity of street art, its impact within South Africa, particularly in Braamfontein, remains underexplored.
To bridge this knowledge gap, this research aims to examine how street art is utilised as a tool for place branding. It draws on place branding theory and semiotics to interpret the meaning of selected street art murals in Braamfontein, Johannesburg, produced for the City of Gold Urban Art Festival. The study adopts a qualitative research approach guided by a constructionist perspective.
The research identified recurring themes across the murals, including femininity and the portrayal of the female figure, which often carries double meanings. These meanings can reinforce cultural patriarchal ideas about women, as well as reflect cultural heritage and national identity. Artists also incorporate South African symbols that represent national identity. The murals depict both local and international discourses, while graffiti and its use in urban regeneration have normalised a subversive subculture. Together, these themes demonstrate how visual storytelling helps to create a branded identity for Braamfontein. They position Braamfontein as a creative, inclusive, and globally relevant place.