CUSTOM-BUILT STANDS: Perfecting the brief - Industry experts tell Emma Reynolds about the importance of getting the brief right. Plus, we asked design agency Beam to create a stand from a brief and then asked the client to tell us what it thought of the result.(Brief Article)

INDUSTRY VIEWPOINT

To get the stand design clients want they need to ensure that the agency gets a good quality brief. It sounds straightforward, but not every client is going to be familiar with the ins and outs of constructing a good brief - and without one they could end up with a design they don't like and won't use.

Qudos Design sends clients a check-list to help guide them through the process of constructing a brief. It asks for information such as whether the client requires hospitality areas or private meeting rooms, as well as more insightful questions about the client's objectives and who they are targeting.

Qudos business development consultant Toby Godfrey says: 'We try to get under the skin of the brand and the company's business objectives so we can put together a design that is focused to those objectives.'

Crystal Visions marketing director Will Dixon believes the most important, but often the most difficult, information to obtain is the budget. 'If you haven't got a clear budget it can be a waste of time. You may come up with a design only for the client to tell you it goes beyond the budget,' he says.

How far can you go?

Service Graphics head of marketing Rob Kelly agrees. 'Without a budget your hands are tied. You don't know how far you can go. You could end up either being too conservative because you think that price is an issue, or you can go over the top. In both cases you will lose the job,' he remarks.

Crystal Visions managing director Steve Comerford insists it is essential to have a clear understanding of the client's product or service. 'A clear vision of the target audience must also be communicated,' he says. Comerford believes these objectives would be better understood by holding a meeting with the client and discussing them face-to-face.

Rapier Design chairman Nick de Bois argues for a move towards more communications-led …