Purpose, Vision and Values


We enable our clients to protect, manage, commercialise and enforce their IP assets in a way that contributes directly to their success, while our community benefits from the commercial application of enterprise and innovation.


We will be the leading intellectual property (IP) practice in Asia Pacific. We will provide the full spectrum of IP services to the world’s largest, fastest-growing, most innovative, and most successful companies, research institutes, SMEs and entrepreneurs.


Our values are more than ideals. They are fundamental to the way we manage our business, serve our clients, engage with our professional colleagues and support our community.

Service Excellence

  • Understanding of our clients’ businesses and industries
  • Being easy to deal with
  • Communicating clearly and effectively
  • Providing focused, commercially-relevant advice
  • Finding solutions, not simply identifying problems
  • Being cost-conscious and delivering superior value
  • Being responsive, efficient, nimble.


  • Being honest and straightforward
  • Saying what we mean, and doing what we say
  • Acting in good conscience, justly and ethically
  • Taking responsibility and being accountable.


  • Working cooperatively toward shared goals
  • Being willing to join in, support and help each other
  • Being punctual, reliable and dependable
  • Acknowledging shortcomings and celebrating success.

Inclusion and Diversity

  • Considering and appreciating others
  • Respecting individuality
  • Recognising the contributions of all individuals and groups
  • Honouring the power of different backgrounds and perspectives.


  • Doing our best at all times
  • Upholding our professional standards
  • Maintaining an unwavering commitment to quality
  • Relentlessly striving to continuously improve
  • Being innovative and adaptable.


  • Committing to excellence in education, training and the development of our people
  • Making our expertise available to disadvantaged individuals and groups
  • Giving back to our communities and tertiary institutions
  • Minimising our impact on the environment.