Goodbye, 2TWELVE90

We’re renaming from 2TWELVE90 to Highway Ventures. Yes, you read that right! With our sights set on growth, it became clear that a new name was in order.

Why the Change?

Our core mission has always been to give technology from American research labs a consistent and sustainable path to commercialization.

2TWELVE90 brought this to life. Inspired by the day the first US patent was signed by George Washington.

While we stay rooted in our mission, our ambitions have grown. We’re building a startup studio that will work with top American research labs, innovate corporates and leading talent, to transform lab technology into impactful companies.

For this we need a name that is memorable, inspiring and speaks to our vision. Over the past few months we have realized that 2TWELVE90 is not working. Here’s an insight into some of the remarks we received.

“2TWELVE90, is that your date of birth?”

“2TWELVE90, is that written in words or numbers”

“How is 2NINE12 going?”

All of this was a clear sign – time for a change was now.

Welcome, Highway Ventures

So, why Highway Ventures? Imagine a highway: it's expansive, it's forward-moving, and it's full of possibilities. That's exactly what we envision for our next phase.

In choosing our name, we also wanted something that ticks all the right boxes:

• Memorable? Check

• Easy to spell and write? Absolutely

• Unique? We stand out in our industry.

As we say goodbye to 2TWELVE90, we're buzzing with excitement for what's ahead.

Hello Highway Ventures. Let's hit the road together, shall we?