This guide shows you how to brief a stand builder. It also gives you a free exhibition stand brief template that you can copy, fill in and send with your RFQ. Whether you work with one exhibition stand design and build partner or compare several, the template helps you get quotes you can actually compare.
Why a Good Brief Matters
If you are still choosing a partner, our guide on how to select an exhibition stand builder explains what to check first.
What to Include in Your Exhibition Stand Brief
Show details
Give the show name, city, venue, hall and stand number if you have it. Add the build-up, show and dismantling dates.
Stand size and open sides
State the floor area and how many sides are open to the aisle. A corner stand and an inline stand need very different layouts. If you are not sure what fits your space, read our guide on how to choose the right exhibition stand size.
Your goals
Say what the stand must do. You may want leads, a product launch, client meetings or brand awareness. Each goal needs a different layout.
Audience and products
Explain who you want to attract and what you will show. Mention product sizes and weights if they affect the floor or the layout.
Must-have features
List what the stand needs, such as a reception counter, meeting room, storage, screens, a demo area or a second level. Mark each item as essential or nice to have.
Brand assets
Share your logo files, brand colours, fonts and any graphics that are ready to use. Say whether the graphics will be new or supplied.
Reference images
Pictures say more than words. Send photos of stands you like and ones you don't. You can also look through our portfolio and tell us which styles are close to what you want.
Budget
Share a range or a ceiling. A builder can only suggest the right materials and size when they know the budget. Our guide on how much a custom exhibition stand costs can help you set a realistic figure.
Services needed
Say whether you need design only or the full service. This usually includes 3D design, production, graphics, transport, installation, dismantling and storage.
Timeline
Give your key dates, including when you want to approve the design. The earlier a builder knows, the better the plan. For timing advice, read how early to book an exhibition stand builder.
Don't forget the venue rules
Every venue has its own rules for height, structure, fire safety and electricity. Check the exhibitor manual and share the key limits in your brief. If you are exhibiting in Germany, our article on trade fair stand construction rules in Germany covers permits, height limits and fire safety.
Free Exhibition Stand Brief Template (RFQ)
| Section | What to Write |
|---|---|
| Company and Contact | Company name, your name, role, email, phone |
| Show Details | Show name, city, venue, hall, stand number |
| Key Dates | Build-up, show days, dismantling, design approval date |
| Stand Size | Floor area in m², number of open sides (1, 2, 3 or 4), height limit |
| Stand Type | Custom, modular, double-decker or not sure |
| Goals | Leads, launch, meetings, brand awareness (rank them) |
| Audience and Products | Who you want to attract and what you will show |
| Must-have Features | Reception, meeting room, storage, screens, demo area, upper level |
| Brand Assets | Logo, colours, fonts, graphics ready or needed |
| References | Links or photos of stands you like and dislike |
| Services Needed | 3D design, production, graphics, transport, installation, dismantling, storage |
| Budget | Range or maximum, and what it should include |
| Decision Process | Who approves the design and quote, and by when |
| Questions for the Builder | Anything you want them to explain or confirm |
Common Brief Mistakes to Avoid
- Being too vague. "Make it modern" means different things to different people. Use reference images and clear goals.
- Hiding the budget. Without a range, a builder can only guess. Sharing it early saves time for both sides.
- Sending the brief too late. Design, approval and production all take time. A late brief leaves little room for changes.
- Leaving out venue rules. A design that breaks height or fire rules will need rework.
What Happens After You Send Your Brief
Also ask who handles installation on site. Our installation and dismantling service covers on-site supervision, setup and removal, so one team looks after your stand from start to finish.
How Aars Worldwide Supports Exhibitors
We work on custom, modular, double-decker and country pavilion stands, with offices in Poland, France, the Netherlands, the UK, Italy and Spain.
Conclusion
Ready to start? Fill in the template above and contact Aars Worldwide. We will review your brief and come back with questions, a concept and a quotation.
Frequently Asked Questions
What should an exhibition stand brief include?
How detailed should my brief be?
Detailed enough to answer the main questions, but not a long report. One or two pages is usually enough. If you do not know something, write “not sure”. A good builder will ask questions and help you fill the gaps.
Should I share my budget with the stand builder?
Yes. A budget range helps the builder suggest the right size, materials and features. Without it, you may receive quotes that are far too high or too basic. You can share a range or a maximum if you prefer.
How long before the show should I send the brief?
Send it as early as you can, once you have confirmed your stand space. Design, approval and production all take time, and larger or more complex stands need more. Ask your builder for a schedule that works back from your show dates.
