A New Identity & Plan for a New Era
Creating a clearer way to connect with patients, staff, partners, and community members
As Thames Valley Family Health Team (TVFHT) expanded its role in delivering team-based primary health care, the organization’s public identity and long-term strategy needed to reflect that evolution. In 2025-2026, two concurrent initiatives moved TVFHT toward its next chapter: a comprehensive rebrand to give the organization a clearer public identity and digital experience, and the early work of a refreshed Strategic Plan to guide the next chapter. These initiatives collectively represent how TVFHT envisions itself and its aspirations moving forward.
Building a Clearer Identity
TVFHT has evolved significantly since opening its doors in 2007. Feedback from patients, staff, physicians, and partners revealed a common challenge: many people do not fully understand what a Family Health Team is, what services TVFHT provides, or how to access them. This work, originally identified as a priority in the 2021–2026 Strategic Plan, moved from vision to reality last year.
TVFHT worked with B3 Strategy to complete a comprehensive brand research and discovery, staff, physician, Board, and stakeholder engagement, market and health system analysis, and development of a new brand strategy, positioning, and visual identity — inspired by continuity, connection, accessibility, innovation, and team-based care. The TVFHT Board of Directors approved a new public operating name in February 2026, to be revealed later this year alongside a new public website.
Bringing the Brand to Life
The redesigned website will become the organization’s digital front door — helping people to become patients of TVFHT, find programs and services, access booking links, and navigate care with confidence.
A renewed staff portal will streamline access to key systems, centralize documents and resources, and strengthen collaboration across sites and teams. The portal design will be influenced by staff feedback around improving connection and accessibility.
Refreshing the Strategic Plan
The new brand, redesigned website, and renewed staff portal will launch alongside TVFHT’s refreshed Strategic Plan later in 2026 — the next chapter in the organization’s evolution, building on a strong foundation while creating new opportunities for healthier lives.
TVFHT entered 2025/2026 nearing completion of its 2021–2026 Strategic Plan. Nearly all objectives were complete or in progress; in several areas, TVFHT went beyond the original plan, as it could not have fully anticipated the pace of growth and regional expansion that followed.
Planning for the next Strategic Plan began in Fall 2025, guided by key considerations including the pace of change, artificial intelligence and innovation, continuous planning, brand alignment, and TVFHT’s expanding regional role. The new planning work started in April 2026, led by London Health Partners following a structured procurement process. The work includes:
- A new Strategic Plan and implementation roadmap
- A refreshed organizational values framework
- A measurable performance framework to support accountability
Stakeholder engagement has been central to the process. Discussions were held with TVFHT staff, affiliated physicians, patients and care partners, and Board members. This discovery was extended to survey system partners across the region — including other Family Health Teams, Ontario Health Teams, Primary Care Networks, hospitals, community organizations, and public health partners. A draft Strategic Plan is expected to go to the Board in September 2026, followed by approval and launch planning aligned with the new organizational brand.
The refreshed Strategic Plan, new brand, and integrated digital experience are all milestones in TVFHT’s preparation for the future of primary care. They are necessary for TVFHT to continue to strengthen care and expand possibility.