Georgina O’Farrell

George works with fashion brands, brewing companies, IT companies, digital agencies, artists, writers, designers, architects and other creators to secure and commercialise their intellectual property. 

Above all, George is a people person. She loves working with creative people and businesses and has a reputation for providing robust representation and sound strategic guidance and legal advice.

George has been practising as an IP lawyer since 2003 in Australia and the UK. In addition to her experience in private practice, George has significant industry experience in entertainment and publishing, having worked as the Head of Legal for Madman Media Group (Aus) and Phaidon Press (UK).

George is listed as a leading lawyer in her field by legal directories, including Doyle’s Guide and Best Lawyers of Australia in The Australian Financial Review.

Joel Masterson

Joel works with retailers, food producers and restaurateurs, producers of beauty products, international associates and professional service providers to secure and protect their brands, clear a path for new products, sign good contracts, stop infringements and firmly bat away unwarranted IP claims made against them. He is a plainly spoken lawyer who quickly gets to the point.

Joel has been practising as an IP lawyer since 2003, exclusively in Australia and New Zealand. Prior to joining By George, Joel was a Partner of a city firm where he headed up the IP Department. Joel has worked in-house with a prestigious medical research institute, with the 2009 Victorian Bushfires Royal Commission and with small, medium and large firms. Joel is a registered trade marks attorney and holds a Masters of IP law.

It’s fair to say that Joel understands the pros and cons of working with different types of law firms, having been on most of the rides himself.

Natalia Blecher

Natalia (Tali) is as passionate about brands as her clients are. She knows that at the heart of every brand is a story – and that story is worth protecting. Tali works with online businesses, software providers, beauty companies, fashion brands and food & beverage providers seeking to protect and enforce their valuable trade marks, copyright and designs. She also works with overseas trade mark lawyers whose clients need guidance from a local expert in navigating complex IP disputes down under. For Tali, good IP management isn’t just about achieving legal compliance; it’s about giving clients a competitive edge.

Tali has been practising law since 2009, working almost exclusively in full-service commercial firms at the big end of town. Most recently, she was a Senior Lawyer in the IP team of a top-tier national firm. Tali is our resident Law Nerd, having graduated dux of Monash University Law School, collecting the Supreme Court Prize and University Medal along the way. In 2010, Tali was an Associate to the Chief Judge of the Common Law Division of the Supreme Court of New South Wales. Tali holds a Masters of IP and is also a registered trade marks attorney.

Tony Grujovski

Tony works with creative and marketing agencies, food and beverage brands, fashion houses, hospitality businesses, artists, designers, musicians, photographers and other creative businesses to protect, enforce and commercialise their intellectual property rights. He has specific expertise in managing international trade mark portfolios and ensuring the valuable branding assets of his clients are protected.

Tony is experienced in drafting and negotiating general commercial contracts, and in entertainment and employment law. He’s known for his precise contract drafting skills and commercially-minded approach.

Tony has been practising as an IP and commercial lawyer since 2012 and is a registered trade marks attorney. Prior to joining By George Legal, Tony was a senior associate at a boutique law firm where he headed up the IP practice.

Tony is passionate about assisting creatively-driven businesses with their legal needs, and takes the time to ensure his clients understand all of the legal and commercial considerations in play, so they can make strong and informed business decisions. 

Emma Hegarty

Emma loves the world of trade marks. She works with service providers, agricultural, industrial and FMCG companies, international associates and not-for-profit organisations to protect, commercialise and enforce their trade mark rights. With a particular interest in international brand protection strategies, Emma has a reputation for providing commercial, astute advice and being a delight to deal with.

Emma is experienced in all areas of trade mark law and advises clients on selecting, clearing, prosecuting, registering and enforcing their trade mark rights, as well as trade mark opposition matters. Emma is also experienced in handling copyright matters, custom seizure programs and domain name disputes.

Emma has worked in the area of IP since 2002. She is a registered trade marks attorney (in Australia and New Zealand) and holds a Masters of IP Law.

Melissa Scott

Melissa is By George’s office manager. Melissa previously worked in finance as a securities analyst and now enjoys applying her considerable finance skills and meticulous attention to detail to keeping By George’s office functions in ship shape. Melissa is highly valued for her excellent problem solving skills, leaving the rest of the team more time to solve yours.

Kerryn Fletcher

Kerryn is a qualified lawyer who previously worked as an Associate with a boutique city firm and now enjoys working behind the scenes as an Office Administrator at By George Legal. Kerryn knows how law firms work and she applies her considerable legal experiences to our office systems to keep everything humming in a slick and efficient manner.

Olivia Sasse

Olivia is By George’s newest team member. She’s a self-starting, enthusiastic, fourth-year Monash law student with a rapidly increasing knowledge of Australian trade mark practice. She’s also our resident IT whizz.

While we don’t have the same fees as large firms, our service and expertise remain second to none. Working with By George means you actually deal directly with George and Joel.

What do we believe in?

  • Results
  • Team Work
  • Not too much ego

We crusade against gendered hierarchies, and hierarchies in general

Helping creative businesses reap the benefit of their creativity, efforts and energy

Our clients!  We love your brands and we believe in what you do.  We drink your beer, we wear your hoodies, we sit on your chairs, we drink your coffee and we cook with your olive oil.