The name 12matt3r is a clever play on words, combining the number 12 and the word "matter". The number 12 is often associated with completeness or wholeness, while "matter" refers to the substance or material that makes up something. Together, the name suggests a comprehensive approach to design and creation, emphasizing the importance of the materials and elements used in the process. This aligns well with the business description of hybrid new media experience design, which likely involves combining various forms of media and technology to create unique and engaging experiences.