Joycia primarily advises clients on the commercial aspects of IP, from brand development and protection, to the creation of strategies for managing global IP portfolios, and then identifying the value in IP assets through licensing or other forms of commercial exploitation.  Joycia's licensing and commercialisation experience spans the full spectrum of IP rights, including trade marks, copyright and know-how, and patents and technology.

Extensive experience advising a range of clients in the retail sector is also core to Joycia's practice, including advice on the licensing of IP through traditional franchise models and in the regional development of franchise rights throughout the Gulf and wider Middle East and North Africa region.  As the region's economies shift their focus from hydrocarbon industries with a view to creating true knowledge based economies, Joycia has supported her clients in advising on technology transfer and the commercialisation of hard IP rights such as patents and know how.

Joycia's principal areas of practice are Intellectual Property and Franchising.  Joycia has been continuously featured in the International Who's Who of Franchise Lawyers since 2009 as a result of receiving sufficient nominations from clients and peers. Joycia is also an active member of the Steering Committee of the International Franchise Division of the American Bar Association.  She is regularly asked to speak at regional conferences on intellectual property, franchising and hospitality and has also written many articles which have been published in Trade Mark World, IP Law 360, ITPNet, Chain Leader, SMB Advisor, Finance ME and Asian Counsel.