Physics on the move!

The Institute of Physics have joined forces with to the point to brand and promote a unique mobile educational experience. to the point have developed the identity and graphics for the project which is funded in partnership with the Schlumberger Cambridge Research institute.

The 'Lab in a Lorry' is a suite of roving vehicles kitted out with all kinds of fun and innovative experiments to popularise physics and specifically target 11 - 16 year olds. Three, 40 ft bespoke vehicles will travel to schools, youth centres and public venues all over the country to actively involve pupils in a range of experiments, raising the awareness of physics and its relevance to everyday life. Simon Hutton, managing director of to the point said, "When even the brightest pupils aren't choosing to do physics, we must do something to encourage them. We've been enthused by this project and are convinced it will raise awareness, accessibility and the relevance of physics to inspire our next generation).

To the point has developed icons to represent the three core experiments and reflect the experience:

hear it! see it! feel it!

Ian Cuthbert, UK Programme Manager for the institute of Physics said: "We're very excited that the Lab in a Lorry will be hitting the road; our objective for the next year is to inspire 50,000 students to get involved, promoting physics as a fun, explorational and exciting activity."

Bold branding has been applied to the vehicles to create a highly visible display both when stationary and in transit. to the point are currently working on the brand guidelines, interiors and exploring the use of lenticular screens to display the key applications of science and its impact on the world. The Lab in a Lorry branding has also been extended to volunteer packs, promotional literature, advertising and their website.

Lead designer, Mike Stafford said, "We were looking to emphasise the fun and interaction of experiments and move away from the perceptions of physics being something dull and boring. Our aim was to create a vibrant , fresh and dynamic look".

The tour is due to start across the UK with a possible extension to South Africa in the pipeline.

For further information please call Simon Hutton on 0207 378 6999