21 Things to Decide Before You Brief a Stall Designer

A brief that's missing a decision doesn't stay missing — it just gets decided later, usually mid-production, usually under time pressure, and usually by whoever is easiest to reach at that moment. That's how budgets drift and designs stop matching what was actually needed.

Below are the 21 questions worth answering before you hand a brief to any exhibition stall designer — us included.

Objective & Audience

• What is the primary objective for this exhibition — leads, brand visibility, product launch, or partnerships?
• Who is the target audience walking the floor, and what do they already know about you?
• What is the exhibition name, venue, and confirmed date?

Space & Format

• What is the confirmed or expected stand size and position — corner, island, or in-line?
• Is this a custom stand, a shell-scheme upgrade, or part of a multi-city programme?
• What are the organiser's height, rigging, and structural restrictions?
• What are the organiser's electrical load and fire-safety requirements?

Design & Brand

• Do you have existing brand guidelines the design must follow?
• What messaging hierarchy matters most — headline claim vs. supporting detail?
• Do you need multilingual signage or non-text iconography for the audience?
• What products or services must be displayed, and how many of each?
• Do you need live product demonstrations, and how much space do they require?
• Do you need dedicated meeting or hospitality space, and for how many people at once?

Team, Budget & Timeline

• How many staff will be on the stand, and what do they need — storage, seating, a changing area?
• Who is the internal decision-maker for design approval?
• Who is the single point of contact on your side for approvals throughout the project?
• What is the overall budget range for design, fabrication, and installation combined?
• Do you already have a fabrication vendor, or do you need design and build handled together?
• What is your required delivery date for a completed, approved 3D design?
• What is your installation and move-in window at the venue?
• Do you need pre-event marketing to drive visitors to the stand?