A useful exhibition stand design brief tells your builder what you want to achieve, where and when you are exhibiting, how much space you have, and what the stand must accommodate. Include a budget range, the organiser’s requirements and the person responsible for approvals.
You do not need to arrive with a finished design. You do need enough practical information to make the design fit your event. Use this checklist when preparing a brief for an exhibition in South Africa.
1. Define the business goal
Choose the main outcome before listing design features. Do you want product demonstrations, booked sales conversations, distributor introductions or visibility for a launch?
Then describe who you want to speak to. “Meet procurement managers and arrange follow-up demonstrations” gives your designer more direction than “make us stand out”. A stand can support those conversations, while your team’s staffing and follow-up determine what happens afterwards.
2. Confirm the event, venue and working dates
Include the exhibition name, venue and city, show dates, installation window and dismantling window. Add the deadlines for stand-design submissions, graphics approval and service orders if the organiser has supplied them.
Forward the current exhibitor manual. Venue background information is useful, but your event’s instructions should guide the project. For Cape Town exhibitions, you can also consult the CTICC exhibition venue specifications and confirm the applicable details with the organiser.
3. Share the stand dimensions and floor plan
Give the width and depth in metres, stand number and number of open sides. Attach the floor plan showing the stand’s position, neighbouring spaces and aisles if available.
State whether you have booked space only or a package that supplies a structure or other items. Confirm height restrictions and approval requirements with the organiser; do not assume the same rules apply at every exhibition.
4. Describe what must happen on the stand
List the activities the design needs to support, along with the number of staff and visitors you expect to accommodate at one time.
- Welcome and enquiries: where will visitors approach your team?
- Product display: what products will be shown, and what are their dimensions?
- Demonstrations: what space, equipment and operating requirements are needed?
- Meetings: do you need open seating or a more private area?
- Storage: what stock, literature and personal items need to be kept out of sight?
- Lead capture: where can staff record enquiry details without blocking the entrance?
Separate essential items from preferences. On a small stand, trying to fit every feature can make it harder for visitors to enter and speak to your team.
5. Supply brand assets and a clear message
Attach your brand guidelines, logos and available product imagery. Identify the main message visitors should understand from the aisle and any products that need priority.
Let the builder know who supplies text and artwork, who checks it and when final files will be available. A design approval is not the same as approval of every graphic that will be printed.
6. Set a budget range and clarify its scope
State whether your budget is for the stand or for the whole exhibition. Make clear whether your figure includes VAT and which services you expect the stand quote to cover.
Ask about design, build, graphics, furniture, lighting, transport, installation and dismantling. Confirm responsibility for organiser charges and services such as electricity or internet.
Read our guide to exhibition stand cost factors in South Africa before comparing proposals. A clear budget helps the designer prioritise, while a clear scope makes the proposals easier to compare.
7. Include equipment and technical requirements
List screens, machinery, demonstration products and any equipment your team will bring. Supply dimensions and known power, connectivity or other operating needs.
Flag anything that needs organiser or venue approval. Ask who is responsible for arranging specialist services and checking that the design accommodates them.
8. Explain reuse and practical constraints
If you want to use the stand at future shows, share the likely dates and stand sizes. Mention existing components you hope to reuse, available storage and any transport constraints.
Reuse should be considered during design. The team can then discuss which elements may be suitable for future adaptation rather than assuming the complete stand will fit every venue or footprint.
9. Nominate an approval contact
Give the name and contact details of the person who can consolidate feedback and sign off the design, artwork and budget. If several stakeholders are involved, agree how their feedback will reach the builder.
Request a schedule that covers the brief, concept, revisions, final approvals, manufacturing and installation. The timeline should reflect your stand and event rather than an unconfirmed standard lead time.
A short exhibition stand brief you can copy
Complete the fields below and include them in your enquiry. Mark anything you have not confirmed as “to be confirmed”.
Company and approval contact: [Name, email and telephone]
Exhibition and venue: [Event name, venue and city]
Show dates: [Dates]
Build-up and dismantling: [Access windows and deadlines]
Stand: [Number, width × depth, open sides and booking type]
Main goal: [Who you want to meet and what you want them to do]
Required features: [Products, demonstrations, meetings, storage and equipment]
Budget range: [ZAR amount, VAT treatment and intended scope]
Brand assets: [Guidelines, artwork and availability dates]
Future use: [Upcoming shows or reuse requirements]
Attachments: [Floor plan, exhibitor manual and reference images]
Choose useful project references
Share a small selection of references and explain what you like about each one: the entrance, product presentation, meeting area or brand treatment. You can use 369’s exhibition stand portfolio or the Powertech exhibition project as a starting point.
References help explain preferences; they do not establish the price, dimensions or suitability of a design for your event.
Common questions about briefing a stand builder
Can I enquire before I have all the event information?
Yes. Share the details you have and identify what is still outstanding. The team can discuss the brief, while a final proposal may depend on confirmed dimensions, requirements and dates.
Do I need to supply a finished stand design?
No. For a design and build enquiry, start with your objectives and practical requirements. 369’s exhibition service includes concept development and design, followed by manufacturing and installation.
What is the most important attachment?
The stand floor plan and current exhibitor manual are useful together: one shows the space, while the other sets out the event’s requirements. Add brand guidelines and equipment details where available.
Send your exhibition stand brief to 369
Use the checklist to start a conversation about your next stand. 369 brings together exhibition stand design, manufacturing and installation, with real projects you can review before enquiring.
