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ProfitSword Rebrands to Emphasize Position as Leader in
Hospitality Business Intelligence Applications

Orlando, FL – June 12, 2012 – Founded in 2001, ProfitSword began with the idea that there had to be a better way to manage and report data in the hospitality industry other than using spreadsheets – a medium too often corrupted by human error, broken links to data sources, and formulation errors.  With the bold belief that they could do better, Tili Findley and Mike Patton formed a partnership that would have a dramatic, long-lasting impact on the hospitality industry.

From the initial brainstorming meeting held at Midway Airport in Chicago over a diet Coke more than a decade ago to today, ProfitSword has grown into the leading provider of business intelligence applications in the hospitality industry, serving nearly three dozen hotel management companies representing more than 1,000 hotels worldwide.  ProfitSword also employs more than a dozen hospitality industry professionals and software developers.

“We certainly don’t consider ourselves leading the industry because of our company size,” states Findley, co-President & Partner, “because we are definitely not the largest company out there.  However, we truly believe our software solutions are the very best and we have a proven track record that speaks for itself.”

With the help of their leadership team, R3M1X3D, an award-winning marketing design agency in Orlando, Florida, ProfitSword has also undertaken the task of rebranding the company in 2012.  According to Patton, co-President & Partner, “We’re not just a small player in the industry anymore.  We have full brands and major management companies using our solutions.  It was time to update our image to reflect that success and incorporate our core values as a company.”

Huddled in the conference room at the R3M1X3D studios, the ProfitSword team—along with the help of Doug Berger and Simon Jacobsohn, the agency partners—created a plan that included developing a new logo and tagline, as well as new company collateral and a new website (due to be released later this year) that reflected the company’s strength and position in the hospitality industry.  In addition, the agency designed a new tradeshow booth, which will make its debut at the HITEC show in Baltimore later this month that reflects the new brand.  “No one on our team has a marketing background,” said Findley.  “We turned that job over to the professionals at R3M1X3D.”

The new company logo was the foundation for the transformation and rebranding.  The shield symbolizes the protection provided by ProfitSword’s software solutions – a company can be secure in the knowledge that they now have complete control over every dollar in the organization.  The swords on the front of the shield are pointed up, indicating that ProfitSword always stands at the ready to assist its client partners.  The griffons on either side of the shield represent the company’s strength and knowledge of the industry it serves, and the crown represents ownership and management.  Finally, the tag line “Grow Your Empire” represents the goals of each owner, manager, and management company.

“We’re very excited about our new look and brand as we continue to grow as an organization,” says Findley.  “We never want to lose that ‘small company’ feel and our partners will always be our number-one priority.  But we also want to project our strength and position in the industry.”

About ProfitSword | Founded in 2001, ProfitSword is an innovator in business intelligence software for the hospitality industry.  ProfitSage provides seamless integration of data and real-time information to enhance hotel managers’ decision-making process and improve profitability.  ProfitSword is headquartered in Orlando, Florida, and serves more than 35 management companies representing more than 1,000 hotels worldwide.  For additional information on the company and its customized products and software solutions, contact Colin Findley at (407) 909-8822 or go to

About R3M1X3D
R3M1X3D is a full-service, multi‑disciplinary marketing design agency that focuses on the development of marketing strategies & brands, and deploying them in print, broadcast and new media. The agency is a marketing + design collective comprised of strategists, producers, graphic designers, photographers, illustrators, copywriters, musicians and other industry professionals. Learn more at


Colin Findley
VP Business Development
ProfitSword, LLC
(407) 909-8822

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