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Atlanta, Georgia
Jolán Caldwell
Molèt Health & Wellness
Molèt Health & Wellness is a patient-centered primary care practice focused on access, trust, and unrushed care. The clinic emphasizes spirtual, mental, and physical health and a welcoming experience that puts people—not systems—first.
MY ROLE
Creative Director
TIMELINE
3 years
CONTRIBUTORS
Jolan Caldwell
Overview
The Molèt Health & Wellness rebrand was designed to reimagine primary care as calm, human, and approachable.
The project focused on building a visual and verbal identity that communicates trust, warmth, and clarity while maintaining
clinical credibility.
The new brand system supports a patient-first experience, positioning Molèt as a welcoming healthcare practice rooted in service rather than volume.
Problem
Traditional healthcare branding often feels cold, rushed, and impersonal, creating emotional distance between patients and providers.
Molèt Health & Wellness needed an identity that broke away from sterile medical aesthetics and clearly conveyed its values of accessibility, continuity of care, and genuine human connection—especially for underserved communities navigating an intimidating healthcare system.
Brand Profile
01
DESIGN PRINCIPLE
Our aim is to visually translate whole-person care into an atmosphere of calm, clarity, and dignity—creating a space that feels safe, human, and grounded, where patients feel seen, respected, and at ease the moment they arrive.
BRAND POSITIONING
Molèt Health & Wellness provides individuals and families with accessible, high-quality primary care that offers comfort, clarity, and a true sense of support amid the complexity of navigating healthcare.
02
CAREGIVER
SAGE
Rooted in service.
Guided by
purpose.
80%
20%
Logo
Logo in motion
Size & Structure
Primary Colors
Herbal Pine
Soft Linen Cream
Horizon Blue
HEX #20460B
RGB: 32, 70, 11
CMYK: 54, 0, 84, 73
HEX ##FFFBCA
RGB: 255, 251, 202
CMYK: 0, 2, 21, 0
Deep Harbor Blue
HEX #062E87
RGB: 73, 134, 232
CMYK: 69, 42, 0, 9
HEX #341E10
RGB: 20, 34, 98
CMYK: 80, 65, 0, 62
Tone of voice
Trustworthy
Warm
Professional
Calm
Type specimen
POPPINS
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890‘~!@#$%^&*()?/[]{}\
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890‘~!@#$%^&*()?/[]{}\
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890‘~!@#$%^&*()?/[]{}\
light
regular
medium
Application
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