Lara Pearson, aka the Lawyer who Loves Law, is the Leader of Brand Geek, an IP law firm focusing on international brand protection utilizing the tools of trademark and copyright law. Lara moved to Incline Village in October 1998, while still in law school at Northeastern University School of Law (NUSL). She completed her final two internships (called “Co-Ops“) in Carson City, prior to graduating from NUSL in 1999. Having worked in the IP department of a small Nevada law firm for the first two and a half years of her legal career, Lara opened Brand Geek in July of 2002. Brand Geek joined 1% for the Planet (businesses donating at least 1% of gross annual revenue to a community of environmental NGOs) in January 2006 and sat on its Board from June 2006 through December 2009. Brand Geek was among the first 100 businesses to become a Certified B Corporation (first certified in February 2008), and was awarded Best for the World ~ Governance in 2019 and 2021. Lara joined the League Board of Directors in 2022.