The caption above was written by AI. Ironically, we are discussing the very idea that technology will never limit human expression—that it can, in fact, enhance it. While describing this image to ChatGPT, expecting a functional response, what we received was a single sentence: poetic, beautiful, and far more fitting than we could have anticipated. In that moment, technology didn’t just follow a command; it contributed to the expression itself, proving that even in the digital age, creativity can emerge from unexpected places.
Sometimes names come from detailed briefs and long working sessions. Sometimes they’re flashes of inspiration while driving. There’s no magic formula for coming up with a name but there’s some marketing science behind those that really work.
Here’s our story. We started as a team creating VR content in 2017. It was an exciting time, filled with the possibility that technology could transform the world and usher in a new era of empathy by allowing people to experience different cultures and communities. There was also the concern that we’d wind up in some nightmarish Ready Player One situation driven by invasive and manipulative advertising.
Picturing these two paths made us think of the band Rush’s album 2112. Although fans have spirited conversations about its full meaning, the basic story is that in the year 2112 technology has evolved to the point that it's become a religion fueled by commerce. Personal expression and individuality have been outlawed. The story ends with the hero rediscovering music and using it to start a rebellion that tears down the oppressive system.
Taking the story further, we imagined what would happen in the year 2113. We pictured groups studying technology and finding ways to use it for personal expression and to connect people. One of those groups would be called “2113 Labs”.
We believe it’s important that a company’s name has a story or a meaning behind it. Not only is it the sign off on all your marketing efforts, but it’s also a mission statement for your employees. We felt the story behind 2113 Labs was relevant to who we are and what we do.
It’s also important that a name be easy to remember and occupy a unique territory versus the competition. In an era when marketing companies are buying each other and winding up with huge names filled with abbreviations, 2113 Labs stands out. You tell someone the name and there’s no question how to spell it. It also makes an easy URL.
Calling ourselves as a “lab” distinguishes us from companies who define themselves by the end product, like “design”, “marketing”, or “advertising”. Our process starts with a strategic evaluation of data and the development of recommendations that can be validated through real world results, which is the way a lab operates.
Finally, a name should be able to grow with your business. 2113 Labs has needed to pivot several times. At each junction, the name continues to fit because we are always focused on using the latest technology to make meaningful connections with the audience. We continually oppose the idea of intrusive or manipulative marketing.
Today, the story of Rush’s 2112 album is even more relevant, as we help small business owners break through marketing barriers created by corporate ad tech and achieve their dreams of freedom through financial independence.
Daniel Quentin Zuber
Co-Founder of 2113 Labs and influencer in trance music and EDM culture on Instagram @therealquentinZ. And writer of Effective Brand Naming Tips.
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