Case Study3 min read•February 11, 2026
Why Joi is Australia's Most Powerful Trade Mark Filing Platform
Searching for a trade mark used to be a gamble. Joi closes the discovery gap by combining advanced linguistics with the logic of a trade mark examiner.
Searching for a trade mark used to be a gamble. You type a name, hit search and hope for the best. But existing tools and even the official government search often leave a dangerous Discovery Gap. They find exact matches but miss the hidden conflicts that stop your brand from being registered.
At Inventico we built Joi to close that gap. By combining advanced linguistics with the logic of a trade mark examiner Joi does not just search. It understands.
Here is why Joi is the most powerful filing platform in Australia.
1. We Find What Others Miss
Most search tools are literal. If you search for "Blue Cat" they look for "Blue Cat".
But trade mark law is broader than that. A conflict is not just an identical name. It is anything deceptively similar. Joi’s Discovery Engine goes deeper. It does not just look for your words. It looks for phonetically similar names, visual look-alikes and conceptual matches.
Where other platforms might give you a green light because no one has registered your exact name Joi will warn you about a competitor who has registered something that sounds or looks too close. We catch the issues that usually only surface after you have paid non-refundable government fees.
2. It Understands Context Not Just Keywords
One of the biggest pitfalls in trade mark applications is the Goods and Services specification.
If you claim protection for Apparel does that conflict with a registration for T-Shirts? To a standard database those are different words. To a human examiner and to Joi they are a direct conflict.
Joi utilizes Semantic Analysis to understand the relationship between goods. It knows that Footwear includes Sneakers and that Software can conflict with SaaS. This means Joi can flag broad and high-risk claims that would otherwise trigger an immediate rejection from IP Australia.
3. An Examiner in the Machine
When you file a trade mark it eventually lands on the desk of an IP Australia examiner who assesses it against the Trade Marks Act 1995.
Joi pre-empts this process. We have codified the decision-making logic used by actual examiners.
- Section 44 Checks: Joi simulates the comparison process for conflicting marks and grades the risk of citation.
- Distinctiveness: It analyzes your brand name for descriptive terms that might be difficult to protect like Best Plumbers or Quality Goods.
Instead of waiting months for an examination report Joi gives you that insight in seconds.
4. Cross-Class Intelligence
Trade marks are divided into 45 classes. For example Class 25 is for Clothing and Class 9 covers Electronics. A common mistake is thinking you are safe just because a similar name is in a different class.
However goods can conflict across classes. For example Retail Services in Class 35 often conflict with the goods being sold like Class 25 Clothing.
Joi continuously monitors these relationships. It does not view your application in a vacuum. It checks it against the entire register and identifies cross-class conflicts that are invisible to standard search tools.
The Result: Confidence Not Just Hope
Traditional filing is a process of file and cross your fingers. Joi transforms it into data-driven decision making.
By identifying phonetically similar marks, flagging broad claims and simulating the examination process Joi removes the guesswork. You get the power of a comprehensive attorney search instant and accessible.
Don't just file. File with power.