Image: Syed Mosawi, Founder of Inventico, pitching at STARTCLUB_BNE Cohort 1 Pitch Night
For many founders, great ideas are sparked by inspiration. For Inventico‘s founder, Syed Mosawi, it began with frustration.
As an IP professional and trade marks attorney, Syed consistently saw capable Australian founders build strong products, only to treat IP including trade marks as an afterthought. The result was promising ideas left exposed and vulnerable to replication. When founders eventually sought trade mark protection, they ran into the same invisible barrier: IP systems that are costly, slow and poorly aligned with the pace of modern innovation.
“Trade marks, patents and IP strategy are governed by rules, constraints, edge cases and failure modes,” Syed explains. “When those are properly understood, they can be modelled, tested and executed with precision.”
Through this mindset and observations in his work, the foundation for Joi was born, a fully functional online trade mark filing platform built specifically for Australian startups. Powered by AI, Joi allows founders to conduct highly accurate trade mark availability searches and file an application in under five minutes – a process that traditionally takes weeks, involves multiple intermediaries and comes with significant legal costs.
Rather than layering AI on top of existing processes, Syed approached the problem differently. He treated law as an engineering challenge. However, the most difficult part of building Joi wasn’t technical execution – it was translation.
Syed worked with multiple developer teams in Australia and overseas, investing months of time and substantial capital. Each attempt failed. Not because the developers lacked skill, but because trade mark law contains nuanced legal concepts that don’t map cleanly to software logic.
“Critical meaning was repeatedly lost when legal concepts were interpreted by engineers,” Syed says. “The outputs were unusable.”
That’s when he took matters into his own hands.
With some basic coding experience and key contributions from Nathan Chung and Kevin Nguyen, Syed designed and developed Joi end-to-end, eliminating the translation layer entirely. By encoding legal reasoning directly into the system architecture, he developed an algorithm capable of translating trade mark law principles into deterministic technical logic, without the loss of legal fidelity.
Inventico is preparing for the official launch of Joi, marking a major milestone for the startup but also for the future of accessible IP protection in Australia.
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Inventico is a proud alumnus of Cohort 1 of STARTCLUB_BNE, The Precinct’s 12-week program supporting founders as they validate, refine and build momentum behind their startups. Through focused mentoring, practical masterclasses and a stronger founder community, STARTCLUB_BNE provided a valuable environment for Syed to sharpen Inventico’s direction and navigate the challenges of building complex, high-impact technology.
Learn more about STARTCLUB_BNE here
The Precinct is an initiative supported by the Queensland Government.
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The Precinct acknowledges Aboriginal and Torres Strait Islanders as the First Nation custodians of the lands where we work, learn and connect. We pay respects to their Elders, Lores, Customs, and Creation Spirits and recognise Aboriginal and Torres Strait Islander people as Australia’s first innovators, entrepreneurs and scientists