Meg McParland, Director of Marketing at Statewise (formerly Taskmaster Pro/Cubhub), sat down to chat about the company’s rebrand. Stick around for a teardown and peek behind the curtain to see how this brand refresh went from concept to go-live.
About the company: Statewise is the unified result of Cubhub and TaskMaster Pro—bringing together purpose-built software for Medicaid providers in pediatric, IDD, and personal care services. Designed to meet the complex, state-specific requirements of Medicaid programs, Statewise helps agencies streamline operations, ensure compliance, and deliver exceptional care. Learn more at https://statewise.com/
Taskmaster Pro and Cubhub were both strong brands in their respective markets, in-home therapy, pediatric personal care, and I/DD care. However, when the companies merged, they required a cohesive identity that could sustain the depth and breadth of their service offerings, something neither brand could accomplish on its own.
“The decision to rebrand was made in April. From there, the clock started ticking. We knew we wanted to move quickly to capitalize on momentum, but not at the expense of doing it right. The timing allowed us to work through the details of merging CRMs, updating/creating our website, preparing key customers and stakeholders, and handling the dozens of brand touchpoints that need careful orchestration before a public launch,” McParland shared.
“We took a very intentional approach to research before diving too far into the weeds. We spent time evaluating competitors, mapping the market, and identifying what made each legacy brand successful,” McParland shared. “We studied trends in healthtech and Medicaid-based care, ensuring the new brand would feel both fresh and credible. Our executive team played a key role in defining the tone: expert, but approachable; serious about outcomes, but human-first in our relationships. That balance became the guiding light for everything from messaging to visual identity.”
“In April, Cubhub announced the acquisition of Taskmaster Pro (TMP). Cubhub had built its reputation primarily in the pediatric home health market, while TMP specialized in supporting agencies serving individuals with intellectual and developmental disabilities (IDD),” McParland shared. “Each brand excelled in its niche, but together we had something bigger: a combined strength that needed a fresh identity. We needed a brand that reflected our expanded capabilities and resonated with a broader audience across multiple care markets.”
Despite being a tech company, they leaned on their core differentiators and strengths, versus letting too much external influence get in the way of their rebrand.
“We offer such a range, all the way from I/DD care to pediatric personal care and home therapy. There are very few companies doing all of them. Some do pieces of it, but if you add in things like Medicaid billing and EVV, that's where we really shine,” McParland added.
On the other hand, “while we were trying to figure out what made us, and what differentiated us – we very much look at ourselves as people-centered care,” she added. “We think about the person who's getting the care as the end result. We're not just a company or software, but also a group of people who care about what the outcomes are for the people served. I'm trying to put a face to the names of who is giving the demo, who drives our product, and who our support team members are. I'm also looking into their backgrounds and what makes this important to them. A lot of us have a very strong connection with either pediatric nursing or I/DD care–and that matters—and shows in the end-product.”
Most people have a story about why they got into the healthcare or health technology space, often stemming from personal experiences. (Including yours truly.)
“Everybody on the executive team, the marketing team—even some of the sales people—kept a running list of names when we started the rebrand efforts. It got shortened very, very quickly. We wanted to talk about how we were able to work with state Medicaid. “We wanted to convey that we’re motivated and strategic, know the industry… and are smart about state by state differences – without having to spell it out.” McParland shared. “Putting ‘state’ and ‘wise’ together, it just made sense early on in the process. Then it came down to the logistics, like if we can get the domain name, how quickly can we update booths, banners, emails…. and how do we change everything?”
“Our CEO, Cole Ballweg, also has a clear vision for where he wants the company to be. He wants us to be recognized as experts. He wants our customers, and greater community to be able to rely on us for everything related to billing, documentation, and EVV. All of that is very complex, and there are a lot of companies doing it – but not all together,” McParland added. “We need to be looked at as not just a company that's providing software, but a company that has the background, expertise, and understanding to be a resource – a source of truth – for the people who need us – regardless of the complexities that their state regulations throw at them.”
When you think about I/DD software, it’s important to think about your true end users: direct support professionals (DSPs), nurses and clinicians. “That person does not have time to learn complicated software. Because of the way Medicaid works, everything has to be documented properly–for the person cared for–as well as for the billing/documentation purpose.”
“With the way that Statewise was built, we made it human-friendly. Our software features built-in crisis-proofing capabilities. That way, when things change, you're not rebuilding it, you're just shifting,” McParland added.
From a messaging perspective, the change was dramatic: we unified our messaging, positioning, and mission to reflect the full spectrum of our capabilities. Our tagline: ‘Empowering Providers. State by State,’ underscores both our niche expertise and our customer-first approach. The platform now clearly communicates that it adapts to each state’s rules and each agency’s unique workflow,” McParland shared.
To see the updated messaging in action, let’s compare their former site to the new one. For simplicity’s sake, we’ll just look at Cubhub and the new Statewise site.
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The website looks fairly consistent with how Cubhub’s website was, adopting a Medicaid EHR focus, over home care focus. This broadens the scope of their offering, paving the way for TMP to better integrate into the picture. The messaging is stronger and more confident, compassionate, and innovative.
“Peak Seven was one of our partner organizations that we worked with through TMP. I kept them as we became Statewise,” McParland shared. They were instrumental in the brand implementation, and bringing the concepts to life.
“We retained the Cubhub color palette and typography for continuity, but evolved the logo from a bear to an owl: still using the distinctive 'push pin’ shape to nod to state-by-state Medicaid expertise,” McParland shared. “Our biggest inspiration during the process was actually Cubhub itself. The original Cubhub brand had been done so well—clean, modern, and friendly—that we wanted to preserve that DNA while giving it a new direction.”
Here is a before-and-after comparison of their logo.
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When you look at the new logo, you can see the throughline to the original Cubhub brand honored with a modern identity.
“Our primary colors stem from our legacy logo and speak feelings of clarity and calm, often evoked by greens and teals. Both are feelings that Statewise hopes to impart on providers in the industry,” as shared in their brand guidelines.
On the other hand, “Our imagery style is a combination of provider photography, software elements, and imagery of people receiving care. We aim to display the peace of mind that Statewise provides by sharing compassionate, joy-filled images of users and people served,” also shared in their brand guidelines.
“First, make sure you actually need a rebrand. Sometimes, just an evolution will do! But, if you do commit, understand that it’s not just a new logo or website. It’s a full-scale transformation that touches every part of your organization. Be prepared for it to take over your calendar, your meetings, and your brain for a while, and embrace that.”
“In healthcare and healthtech especially, brand trust is earned through clarity and consistency. A successful rebrand is your chance to rearticulate not just who you are, but why you matter. Treat it like a strategic growth investment, not just a marketing project.”
To see the full magnitude of their rebrand in action, check out how they walked the walk in this Day In The Life video:
To learn more about Statewise, check out their website: https://statewise.com/
Interested in seeing how a marketing partner can help you bring your healthcare company’s rebrand or brand vision to life? Get in touch with Jenn today.