From concept to exhibition: an experience of exhibition design in the National Congress

This article describes the practical experience in the development of the visual graphic project of a national exhibition commemorating the 40th anniversary of the Companhia Brasileira de Trens Urbanos (CBTU). Held in five Brazilian capitals — Brasília, Recife, Maceió, João Pessoa and Natal —, the exhibition sought to translate, through design, the historical and social relevance of CBTU, using visual identity principles applied to the cultural and spatial context of each location. However, the focus of this article is on the experience at the National Congress in Brasilia, where the exhibition stood out for its complexity and visibility, reflecting the historical relevance of CBTU in a prestigious institutional environment. The report explores the phases of the creative process, including field research, conceptual idealization, visual development and practical execution, as well as discussing the challenges faced, such as adaptation to diverse audiences and harmonization between aesthetics, functionality and institutional message. More than a technical record, the article reflects on the strategic role of graphic design in the construction of effective visual narratives, applicable not only to public companies, but also to the private sector, highlighting its contribution to the strengthening of brands and communication with different audiences. This study aims to contribute to the understanding of graphic design as an essential tool in the elaboration of high impact visual communication projects, offering theoretical and practical subsidies for future initiatives in visual campaigns and exhibitions.