Brief standiste : how to prepare your specifications
14/01/2026
The success of your exhibition stand begins long before the show is set up. It starts at the very first stage: the stand brief.
Need a ready-to-use brief template? We'll send you a document to fill in in 5 minutes, to make your life easier. Simple, clear and effective, save time and maximize your chances for an impactful stand!
9 steps to building your specifications
A clear, complete and structured brief enables your stand designer to :
- understand your challenges,
- design a customized stand adapted to your objectives,
- optimize space, budget and circulation,
- avoid unnecessary round-trips,
- positively surprise you with relevant ideas.
1. Clarify your exhibition participation objectives
Before talking about colors, materials or screens, start with the key question:
“Why are we taking part in this show?”
Your objectives may be :
- launch a new product or service,
- strengthen your brand image,
- generate a maximum number of qualified leads,
- meet your current customers,
- open up a new market,
- recruit partners or distributors,
- gain ground against a major competitor.
The clearer your objectives, the more your stand designer will be able to steer the design, spaces and animations in the right direction.
For example:
- product launch → large demo area + screens + storytelling
- customer meetings → comfortable meeting spaces + confidentiality
- brand visibility → height, eye-catcher, strong branding, light effects
Write your objectives in black and white in your brief.
2. Describe your targets: who do you want to attract to your stand?
An effective stand is one designed to a precise target.
Specify :
- who you are addressing at the show (general management, marketing, communications, human resources, buyers, technicians, distributors, etc.),
- their level of knowledge of your brand,
- their main issues,
- what might encourage them to stop by your stand (demonstrations, innovations, conviviality, expertise, etc.).
Your stand designer will use this information to adapt :
- the tone of the message,
- the technical nature of the content,
- design (more “corporate”, more “creative”, more “industrial”, etc.),
- the type of events (product demonstrations, customer cases, conferences, interactive experiences, etc.).
3. Explain your brand identity: DNA, messages, visual codes
Your stand is a physical extension of your brand.
In your brief, provide :
- your graphic charter (logo, colors, typography),
- your key visual elements (pictograms, photos, universe),
- your key messages (slogan, promise, differentiating arguments),
- your tone (corporate, innovative, friendly, premium...),
- the values you wish to express (proximity, performance, responsibility, etc.).
If you already have a strong position in the durability, If you're interested in a new product, innovation or service, let us know. The stand design will then be able to embody it concretely.
4. Define your functional requirements: areas to plan for
A stand must be beautiful, but above all functional.
List the spaces you need:
- reception/information area,
- demonstration or product display area,
- space for informal discussion (standing, high seating),
- closed or semi-open meeting room for appointments,
- talk / mini-conference area if you're planning one,
- catering or bar area if you offer drinks/snacks,
- reserve (stock of products, documentation, fridge, personal effects, etc.),
- staff area (changing room, rest area, storage).
Try to indicate the approximate surface area or priority of each zone (essential / optional). Your stand designer will be able to arbitrate on the basis of available floor space and expected visitor flows.
5. Specify surface area, location and technical constraints
Your brief must include at least the following technical data below :
- exact surface area (m²),
- type of location: corner, island, head of island, linear...
Your booth operator can help you find the additional information below:
- show floor plan, often supplied by the organizer,
- authorized height,
- possible constraints (poles, hatches, emergency exits),
- position of electrical inlets/sockets,
- assembly/disassembly times and conditions.
The clearer this information is, the more realistic the design will be from the very first 3D rendering.
6. Share your budget and priorities
Many exhibitors are reluctant to give their budget at the outset. Yet this information is invaluable in designing a truly customized stand.
Please indicate :
- a range realistic budget,
- your priority items (design, materials, tech, entertainment, catering, etc.),
- the number of salons you wish to attend reuse this stand.
This will allow your stand-maker :
- between custom-made and modular,
- selecting the right materials,
- size the stand consistently,
- optimize your return on investment over several events.
7. Illustrate with inspirations (and counter-examples)
Don't be afraid to show what you like... and what you really don't want.
You can reach :
- photos of stands at other trade shows,
- images of your previous stand (including what worked well and what didn't),
- captures from competing stands,
- examples found on the Internet / social networks.
Add a few words about what you like:
“I like the light here”, “I like the clean lines”, “I like the demo area”...
And, conversely, specify your “no goes”:
“I don't want garish colors”, “I don't want screens everywhere», and so on.
8. Think reuse: tailor-made, modular or hybrid?
Let your stand designer know if your stand is designed :
- for a single key salon,
- to be reused at several trade shows,
- available in several configurations (9 m², 18 m², 36 m²...),
- so that it can be stored and readapted from one year to the next.
This is where complementarity customized stand / modular stand is essential:
- a custom-built stand can be designed from the outset to incorporate reusable elements (structures, furniture, panelling),
- a modular stand can be fitted out with customized modules (counter, signage, architectural elements) to enhance its impact.
The longer you plan your stand, the more your stand designer will be able to design an intelligent, durable and cost-effective solution.
9. Organize collaboration: contacts, planning, approvals
End your brief with some practical information:
- customer contact(s),
- validation process (who validates what, and when),
- deadlines for 3D proposals,
- final deadline for stand validation,
- availability for regular updates (videoconferences, meetings).
A stand is a project that is built collaboration. Clear organization from the outset avoids delays and misunderstandings.