When creating a design brief, imagine anything and everything you may need to complete the project.
Writing an effective brief for an exhibition stand design Share this: Posted by Pete Allen19th September When it comes to creating an effective stand design brief, you really do have to start at the beginning. Now about your design brief. It may seem like a stupid question but first ask yourself: Do some research first and find out the relevant information.
With this information set your goals which will form the initial basis for your stand design brief, to go out to your agency or multiple agencies for tender. What do you wish to achieve from taking a stand at the particular show or event? Set realistic targets and then aim to exceed them.
Challenge yourself not to do what you always do but do it differently, achieve standout and better customer engagement. Budgets are of course, commercially important but use them as a guide to work to rather than a hard and fast line not to be crossed.
Increased long term returns from credible solutions are more important to business success than minimising costs at the expense of effectiveness. When you find the right supplier, it can often signal the start of a mutually rewarding and exciting relationship for years to come.
Start well in advance of your next requirement where possible. Attend shows that are similar to your industry and see where you can spot quality workmanship from suppliers working with brands and businesses you aspire to emulate.
Then choose suppliers with a track record of delivering exceptional results for their clients. Some of the things you should look for include: Portfolios of previous work including knowledge and experience at your particular show Client references Recommendations from your peers or industry contacts Once you have narrowed down your choices, find the agencies who align with your business and can deliver against your goals.
It is imperative you take the time to meet them in person or at the very least on a conference call. Look to maximise value with agency proposals that deliver long term valuable results rather than the lowest cost solution. Cover all of the hard point requirements first. What you need in terms of client meeting spaces, product areas, delegate engagement, technology and so on.
Include your business strategy and what you need to happen for the exercise to deliver the right results. Then add detail and try to give the agencies an insight into your company aspirations.
If you are approaching exhibiting in the right way you need to let these agencies into your business. At 4D, we often work with startups at their initial stages when they are just taking their first space only stand at a show.
We worked with Brightstar the interior of their stand heads this articlea previous client, from their first exhibition presence at Mobile World Congress through to acquisition. Each year their stand grew and evolved and we added more experiences for their visitors.
Be clear when communicating with your selected suppliers. Keep an open mind when reading through your proposals. Think about the final vision and how this will feel, taste, sound or look to your visitors. You can also evolve designs year-on-year, even if you are using the same amount of space, as we have done for ARM at Mobile World Congress shown below.
When presented with a solution from your agency look at how it delivers on your brand and goals not whether you personally like it or not. Be subjective about any proposal before dismissing anything because of personal preferences.
Ask the agency questions on why it is the right solution and how it will deliver the results you need. Design is fluid The thing I think is most important to remember is that design is fluid, adaptable and should always be an exciting journey and not a take it or leave it destination.
If nothing else, it is the first line of discussion that the final amazing solution can develop from. Secondly, good stand design can be low cost but is never usually cheap.
The very best of design will maximise your stand value by achieving exceptional brand and product exposure, engagements, ROI and long term brand loyalty.
Exhibitions are amazing, bold marketing opportunities that can deliver exceptional results. About the Author Pete Allen is the founder of 4D, a specialist exhibition design agency founded in For over 20 years, Pete has worked with ambitious global technology, IT and telecom companies at shows such as Mobile World Congress.
Pete Allen can be contacted via LinkedIn.How to write a website design brief. Tips to make your brief effective Keep it clear and simple. A brief is a communication piece. You’re not the only person who will use it.
Keep it as simple and clear as you can, so everyone involved can understand it. Write short sentences. Stick to the point. Whether you are a designer or a client, an effective design brief is the single most critical factor in ensuring that a project is successful.
This article will tell you how to write an effective design brief that will be both beneficial to the client and the designer. When it comes to creating an effective stand design brief, you really do have to start at the beginning.
Now about your design brief. It may seem like a stupid question but first ask yourself: why are you taking stand space at a particular exhibition? A design brief is a project management document that allows you to identify the scope, scale, and core details of your upcoming design project.
Populated with the right information, the design brief has the potential to be one of your most powerful tools. How to write an effective design brief. On: Apr 30, ; if you’re not a designer then at some point you’ll need to work with one and they’ll need a design brief.
Having a solid brief from the outset is critical to ensuring you get something back that hits the high notes. Yet, so few people take the time to write a good one. Related article on stand design from Pete Allen Communicate your vision.
I don’t think there is any fast and hard method to writing a stand design brief. Cover all of the hard point requirements first. What you need in terms of client meeting spaces, product areas, delegate engagement, technology and so on.