Clarity, speed and confidence for Australian brands.

I am a registered Australian Trade Marks Attorney with experience across both boutique and large IP firms. I have worked with a Brisbane-based EV charging company and have been actively involved with the Queensland start-up ecosystem, helping founders protect their ideas and scale their ventures.

Joi was created to help brand owners make informed decisions before filing. The platform provides instant registrability assessments, allowing users to understand their trade mark’s strength before spending time and money on an application that may not succeed.

What drew me to trade marks is their subjective and creative nature. Every brand tells its own story, and the law surrounding distinctiveness often invites room for interpretation and strategic reasoning. It is an area where logic, language and imagination come together to protect what matters most to a business: its identity, goodwill and hard-earned reputation.