Ashurst is a leading multinational law firm and a trusted adviser to corporates, financial institutions and governments worldwide.

In 2012 it merged its Asian business with the law firm Blake Dawson, which rebranded as Ashurst Australia. The combined firm had 1,600 lawyers and 2,820 staff working across 24 offices,

Merging web content from the two organisations was seen as an opportunity to refresh the brand digitally. A large library of several thousands pieces of news and insight content needed to be categorised and organised so that they could easily be discovered by clients and prospects.

My role

The content strategy deliverables during the discovery, define and design phases of this project included:

  • creating inventories of all existing web assets

  • identifying content types

  • content design and template creation

  • developing taxonomy and tagging structures

  • writing tone of voice guidelines

  • content governance and workflows 

The role was client-facing and I participated in and presented at several workshops and sign-off meetings with senior stakeholders. 

Content strategy


Project: Web transformation

Client: Ashurst

Industry: Professional services

Agency: Sapient Razorfish

Dale is one of the few truly skilled content strategists that I have worked with in my career. His attention to detail, thorough analysis, and expert knowledge of the various topics that would constitute a content strategy was very impressive.


He is a lovely person to work with, this was evident in the confidence that the clients and the team had in him. Throughout the project, he did not stop at any challenge with an endeavor to find solutions and to do what is best for the client and the project team. I would not hesitate to recommend him.

- Violette dos Santos, Project manager


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