Equinox Group

How to write an exhibition stand brief

You’ve decided to showcase your brand, chosen your show and now are looking for someone to take your dream idea of a stand and make it reality.
Here’s how to help us help you create your perfect exhibition experience.

Brief Us In

You wouldn’t believe it – but a question we get asked a lot more than we should is: What’s a design brief?
And we tell them that it’s a written explanation – given to a designer – that outlines the aims, objectives and milestones of your exhibition design project.

A thorough and articulate brief is a critical part of the design process. It helps develop understanding between you and us, helps focus on what you want to achieve, and serves as an essential point of reference for both parties. It ensures that important design issues are considered and questioned at the beginning, to allow the project to flow as smoothly as possible.
It questions all the potential issues upfront.

So, how do I start…?

Begin by setting some goals and give us details about what you want to achieve. Tell us how you want to achieve it, and by when.

Let us know about you. Give us a short, honest overview of your company or organisation and industry sector. Provide us with a link to your website, corporate identity guidelines or promotional material. This gives us a great starting point.

And your products too – how big are they? What do they look like? Details, images and dimensions are really useful.

You said “set some goals?”

Good design can have a huge influence on the success of a company’s marketing strategy. But to be successful, clear goals must be set.

And goal setting is easy. Some of the most common exhibition goals we come across are:

  • I want to promote a new or existing product or service.
  • We need enquiries and want to generate sales.
  • We’re after information from customers and suppliers.
  • We need to push the brand out there and get ourselves known.
  • I’d like our stand to provide hospitality, and entertain visitors.
  • We want an experience or activity, theme or hook.
  • We want to look modern and include the latest technology.

What other details do I need to put in the brief?

You should include all the important information about your show or event.

Where is it? How big is your stand? When is it? Who are your clients?

Send us the floorplan, and a link to the show or event website. Don’t forget to supply that all important username and password for the exhibitor only section. That way we can grab the technical detail that we need without hassling you.

When does it need to be ready by?

Time is always important, so get your brief to us as early as you can. Let us know if and when you have to present it to your board; and any tender submission dates.

Do you need to know my budget?

It helps, but to begin with we only need a ball-park figure. That’ll give us a good idea of the type of solution we can provide. Think how many times you can reuse items or offset costs.

What else do I need to do?

  • Ask opinions. Talk to your colleagues and discuss the brief before sending it. They might have new ideas or questions that help. Including these ideas at the beginning will save time and money in the long run, rather than trying to work them in later.
  • Provide examples of what you think is effective or relevant design. Include samples of your company’s current marketing materials – even if it’s only to say what you don’t want. If there’s a design style that you like or dislike, then tell us why. You can provide and ideas or inspiration in any medium. If your favourite restaurant or store provides the atmosphere that you want to replicate, then include it. Express your opinions in the best way you can. All this detail helps us gain a great understanding of what style you might be looking for from the off.
  • Think about social media. Tell us what you use and how. Do you want to integrate social networks into your design and event? They can be a great way of promoting your organisation to a targeted audience.


So, the design brief isn’t a test. It’s just a necessary and common-sense approach to kicking the stand project off on the same page as the company you’ve chosen to handle your exhibition or event presence. Throughout, you (and the designer) can use the brief as a reference tool should you need to, and you’ll be amazed at what a difference that bit of work at the beginning of the project can have on your end result!

When you’re ready… we’re here to talk all things exhibition. Get in touch with our team and start creating your dream exhibition experience.