Georgina O’Farrell

George works with artists, writers, producers, publishers, brewing companies, winemakers, fashion labels, advertising and marketing agencies, 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 has a reputation for providing robust representation and sound strategic guidance and legal advice.

George is passionate about helping creators obtain the greatest benefit from the development and commercialisation of their work.  She loves a challenge and fighting the good fight for her clients.

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 and Phaidon Press.

George is a regular guest lecturer on managing creative content at the University of Melbourne and RMIT.  She regularly provides pro bono legal advice to the Arts Law Centre of Australia and is a former Director of Craft Victoria.

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.

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.

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.