What We Do
Industrial Property
We integrate a dedicated compliance function tailored to the creative process. This allows us to review each design before production, identifying elements that could lead to legal or reputational risks.
By using the design stage as a starting point, we help teams make informed decisions without disrupting purchasing or development timelines. Our goal is to become a natural part of the creative process—supporting it without slowing down its pace or limiting the freedom of ideas.
Cultural Sensibility
In today’s interconnected world, cultural sensitivity is essential. We analyze the social and cultural context to ensure your brand’s communication and products respect local norms and meet both legal and societal standards.
Bringing this perspective into the design process is key to building strong brands, avoiding missteps, and connecting authentically with diverse audiences. This approach helps you navigate complexity and communicate with clarity and respect across every market.
How We Do It
Strategic Planning
We start with an in-depth immersion in your brand. Through an audit and risk analysis, we map your intellectual property landscape—identifying vulnerabilities and opportunities, and laying the foundation to move forward with clarity.
Team training
We offer tailored training sessions for your team, providing clear, practical tools on intellectual property and cultural sensitivity. This empowers teams to make more informed decisions, aligned with the brand’s values and with reduced exposure to risk.
Design Review
Before designs go into production, we thoroughly review each piece: texts, graphics, prints, patterns, logos, and details in garments, footwear or accessories. We also assess campaigns, collaborations, and any creative element about to be launched. If we detect any risks, we deliver a comprehensive report with concrete, context-based solutions tailored to each brand.
Why We Do it
Our Mission
By integrating intellectual property awareness and cultural sensibility into decision-making, businesses enhance their reputation and build long-term trust. A brand that respects creativity and diverse perspectives not only protects its legacy but also strengthens its market position.
Beyond ethics, compliance is efficiency. Anticipating risks before they become costly problems prevents legal disputes, product recalls, and financial setbacks. Proactive strategies lead to smarter decisions.
That’s why we exist: to help brands navigate these complexities.
About Us
We know what it means to navigate between designs and collections. Although we both come from a legal background, we’ve built our careers within the fashion industry.
We are María Atocha Pérez Frade de Peralta and Elena Sánchez Díaz, and for years we worked on Zara’s Intellectual Property team.
After reviewing thousands of designs, we’ve developed a deep understanding of what makes each brand unique. This experience allows us to anticipate risks and propose solutions that align with each client’s creative vision and pace.
Along the way, we became friends, and today we share more than a profession: the belief that creativity needs clear structures in order to grow freely. At New Aware, we work to help transform the industry we’re passionate about.
Let's work together
Contact Us
Worried that a design might raise legal, cultural, or reputational issues just before launch?
It’s more common than you think—and anticipating those risks makes all the difference. We’re here to help you review, prevent, and make informed decisions, with a legal perspective fully integrated into the creative process.
Once you complete the form, we’ll get in touch to explain how we work, learn more about your needs, and explore how we can support you.
Let’s protect what truly matters.