The “Counseling for Local Brands” program, organized by Sonda, aimed to teach young people in the community how to independently approach branding and positioning for their local crafts and businesses through a specific project task.

The program’s goal was to positively impact the strengthening of local brands, whether new or inherited, and to help young people maintain their regional identities while remaining market-relevant. In the last quarter of the year, the educational workshops were held at the Sonda Creative Center in Vižinada. These workshops took place over two months and provided young participants with the opportunity to learn about brand development through practical, real-world examples. The program helped participants understand creative processes, improve brand recognition, and learn market positioning, equipping them to launch their own products or services. No prior knowledge was required, just a desire to learn and develop creative solutions.

The program consisted of seven phases, which covered the entire creative and practical process—from research and concept development to design creation, as well as social media strategy and promotion. A real local product was chosen for the practical work, allowing participants to engage with a tangible project and better understand how to apply their newly acquired knowledge and skills.

The task assigned to participants was to create an umbrella brand for wines from Vižinada. The process included research, local winemaker visits, brainstorming sessions, and the development of a communication strategy for social media. The final proposal was presented to local winemakers, who warmly welcomed the idea. The project is expected to be implemented over the next six months.

Throughout the process, the instructors used interactive teaching methods, encouraging personal involvement from each participant. The mentorship approach was practical and goal-oriented, providing a dynamic break from traditional teaching styles. Lidia Legović, a workshop participant, said, “The knowledge gained will definitely be useful when creating my own brand. I recommend Sonda workshops to anyone interested.“

Judit Dudas, another participant, noted that the workshop inspired her to develop new ideas, while Ivan Bottezar shared:

“I’m very satisfied with my participation. I’ve learned how to present my business and give it a new image that will attract new markets and boost demand for our olive oil.“

Mentors Jelena Fiškuš and Sean Poropat, creative directors with nearly 20 years of experience and international recognition in branding and design, led the program. The workshops were conducted by the Sonda Association for Creativity Promotion, Education, and Local Community Development, in collaboration with the Italian Community of Vižinada and supported by the Istria Foundation (Fondazione Istria).