How to brief an exhibition stand designer
A useful brief connects the stand's appearance to business objectives and venue conditions. It helps agree a layout and scope before detailed visuals. You do not need every technical answer at the start: distinguish confirmed inputs from questions for the organiser and contractor.
Define the objective and audience
Explain why the company is exhibiting: live product demonstrations, distributor meetings, a launch or short consultations. Identify visitor groups and how staff will engage with each one. Replace vague requests to be noticeable with what a visitor should see, understand and do. Include the stand team and meeting format to help allocate space for demonstrations, circulation, storage and conversation.
Attach the floor plan and event documents
Provide the event, city, hall, stand number, area and dimensioned plan. Mark open sides, aisles and known obstructions. Attach the exhibitor manual and current design, installation and utility requirements. Height, loads, rigging and approvals must be checked for this venue and event. One hall's specifications do not replace another event's rules; include document dates or versions so everyone works from the same information.
List exhibits and functional areas
For major exhibits, provide dimensions, weight, delivery method and connection needs. Explain whether equipment will operate and supply the manufacturer's safe demonstration requirements. List reception, showcases, meeting tables, storage, coat space and staff areas. Separate essential from optional requirements. If the programme exceeds the available space, clear priorities help find a solution without casually shrinking circulation or placing workstations awkwardly.
Prepare brand materials
Supply the current logo, colours, licensed typefaces, brand guidelines and signage copy. Explain what you like in each reference: materials, lighting, meeting layout or product display. List unwanted approaches too. Do not present someone else's project photo as evidence of your own work. If copy or images are pending, name the owner and handover date so graphic production and consistency across the stand can be planned.
Set the budget and approval schedule
State a budget range and its scope: design, fabrication, rentals, installation, transport and venue services. If undecided, request specification options with clear differences. Alongside opening day, record document, design approval, artwork and installation deadlines. Appoint one customer representative to consolidate feedback. This avoids different stakeholders approving incompatible versions of the layout or graphics at the same time.
What to send for the first discussion
Send one consolidated brief: event and dates; Moscow, Moscow Oblast or Saint Petersburg; floor plan; objectives; exhibits; essential areas; brand assets; budget range; and approval contact. For unknown details, identify who will confirm them and when. Update the brief after the first discussion with agreed decisions. The result should be a shared specification that supports design work and lets you check whether a proposal meets your objectives.