The new challenges posed by digital transformation in terms of IP protection need cross-cutting competencies to be tackled. In order to gain competitive advantages and enter new markets, brands must shape their intellectual property portfolios by integrating technological, strategic, legal and legal skills. As a lawyer with a Master in Intellectual Property and a digital forensics specialization course, I have been dealing exclusively with IP law since 2003, with a particular focus on the impact of new technologies in protecting the identity of companies and brands. In Luppi IP I have assisted clients with issues related to the protection of trademarks on the internet, domain names disputes, notice & takedown procedures, protection of copyrighted digital works. Assertive, sometimes unpopular, I am an avid tennis fan, a sport that inspires me every day in the search for concrete and effective solutions.