Publication
Lunar services: the crews behind the shine
Lunar cleans offices, theatres and clinics through the night — invisible work, bid on price. I rode along on three night shifts and rebuilt their brochure around the people procurement managers never meet.
- Client
- Lunar Services Ltd
- Deliverables
- Brochure, bid library, crew stories
- Timeline
- Six weeks, print and digital
Spotless, by people you'll like
The challenge
Cleaning contracts are awarded on trust, but Lunar's brochure listed equipment and square metres like everyone else's. Bids came down to price, margins shrank, and the crews doing exceptional work were invisible in every proposal.
The approach
I shadowed night shifts, learned names, and collected the small rituals that signal care — the theatre-row check, the clinic-corner protocol. The new brochure profiles crews, not machines, and every capability claim arrives with a human story attached.
What the engagement included
- Night-shift reporting — three observed shifts and crew interviews, with photography direction.
- Twenty-page brochure — crew profiles, sector pages and a plain-English standards section.
- Bid answer library — thirty reusable answers so proposals stop starting from zero.
- Recruitment insert — a one-page story that helped hiring by sounding like the job really is.
The outcome
Lunar's next three bids all shortlisted, and procurement feedback named the brochure unprompted — buyers remembered crew names. The bid library cut proposal writing from weeks to days.
“Our crews pinned their profiles in the break room. Eleanor saw the pride in this company before we showed it to her.”
More work
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