Est. 1995, Oaks Exhibitions is the go-to for bespoke and modular exhibition stand design & build

What Should You Include In An Exhibition Stand Design Brief?

At Oaks Exhibitions, we have certainly heard our fair share of stand design briefs, but what is the difference between a good design brief and a great one? We will share our top tips to help you get the best possible outcome from your stand builder and to make sure you are 100% happy with your finished exhibition stand.

If you are investing your precious Marketing Budget into a yearly event schedule, then you really need to plan each of the events perfectly. No matter what size and duration of the event, beforehand you need to set out your objectives… What is it all for? Whether you are looking to grow the business through new clients, or launching a new product or service you need to make sure your stand at each event reflects your marketing objectives.

So where do we start?

Ask yourself the question, “Why are we as a business attending this event, and what do we want to achieve from our time here?’ Talk to your internal team and get their opinions, each Director or Manager will have their own agenda. The Sales Team might want to meet existing clients, the Business Development Team will want to speak to potential new clients, the Purchasing team may want to catch up with suppliers or meet new suppliers, the Design team may want to showcase their new product or service. Together you need to establish what the main objectives are and turn this into a design brief for your Stand Builder.

From here you need to arrange a meeting with your stand builder and their designer to talk them through your Exhibition Stand Design Brief. To get a full picture of the business the designer may ask you about the following aspects of your business:

Event details, stand size, type

The conversation really should start here. The exhibition team needs to know when the event is taking place, to ensure a successful show the sooner you speak to your exhibition team the better, if you leave things till the last minute then you will limit the amount of help your team can give you, it may also limit the creativity of the stand design.

Give them all of the stand details, stand reference, what size and kind of space you have booked – Is it a shell scheme or is it a space only. This information will help the team advise you on the type of stand you need for the show.

Your company background and future plans

Whether it is your first project with your exhibition team or your tenth, you need to make sure they remember what your company stands for, where you have come from and what your future plans are. As an extension of your team you want to represent your business at the show as much as your internal team, fill the team in on what the bigger picture is for your business over the coming months.

What are the show objectives?

Yes you need to have some! Why are you attending that specific exhibition, you really need more of a reason than you just always have! An event is a reason to have something to shout about, whether it is launching a new product or service, or entertaining your top clients. You need to make sure it is not wasted time or money.

Launching a new product?

If you are launching a tangible product then you need to make this is the star of the show! Your exhibition team should ensure that this new edition to your catalogue is visible from all angles, seen from a distance and obvious that this is your brand new product! They might elevate using levels or a pedestal, they could even suspend or wall mount it. That obviously depends on what the product is and its weight and size. If you are a company selling combine harvesters then suspending it from the ceiling would not be a smart move!

Service based business?

If you are a service based business, then how can you encourage visitors onto your stand? How about having some interactive elements? If you are selling SAS then allow your visitors to have a go, try it out! Another fun way to get people to visit your stand is to hold a competition or a prize draw.

Let’s get together…

Are you planning on holding meetings on your stand? Then makes you have space to sit and chat, it could be as simple as a table and a couple of chairs at one end of your stand. It could be a separate glazed meeting room with AV capabilities. If you have several members of your team attending from different areas of the business, then you may need more than 1 meeting area. Exhibition halls can be noisy places, make sure your meeting area has some level of privacy, this could be a simple screen.

Keep it clean!

Exhibition stand rule 101… Make sure your stand looks neat and tidy. Stand staff have a habit of cluttering a stand with their coats, laptops and personal items. If you have a team then make sure you have a storage area to out these items. On a small stand this could be a simple cupboard or a couple of baskets and a coat stand! If you have the space then a walk in cupboard is a godsend for keeping your stand clean and clutter free.

Would you like a coffee?

Of course your client would like a FOC tea or coffee! Exhibitions are hard on the feet, allow your visitor to take the weight off and relax with a drink, it might just make the difference. Refreshments require space and planning, coffee machines require water and electricity. You also need to have a safe but accessible place to put them. If you offer cold drinks, then you might consider having a fridge on your stand. Make sure you factor this into your design, nobody wants to see boxes piled up in the corner.. Remember to keep your stand tidy!

Keep it on brand

Make sure your exhibition design team have your brand guidelines (if you have them). If you don’t then they will need at the very least your high resolution logo. From here your designer should be able to pull together a design that represents your brand perfectly.

If you have considered the above when you set your Exhibition Design Brief, then you are already paving the way to ensure a successful and well attended show! Planning is key (as well as working with the right Exhibition Design Company!). We can certainly help you make the right choice there!

If you are planning an event this year maybe we could help? Contact the Oaks Exhibitions team on 01484 644 368 or email us on