What is an exhibition brief?
!. It is not a plan to “build it and they will come”.
2. It is a feasibility study that makes sure that the budget, schedule, and scope of the project are aligned and assesses the institutional risks, rewards, and point of view for the exhibition.
3. If you haven’t identified at least one (maybe more) significant disagreement around the museum about what the exhibit should be about, or who it should be for, or how many people will be interested in it (this is often a sticky one), then you likely have not identified all the stakeholders or are making too many assumptions.
4. The institutional viewpoint and vision for the exhibit have been clearly stated and set the stage (not the rules) for the creative team to be successful.
If you have any tips on creating a brief for any type of communications project, please add them to the comments on this post. Thank you!