Sanctuary By Henry’s

The Challenge

Seattle Sophistication

Glen Swain, owner of Henry’s Gymnasium, had plans to open another gym in Seattle, this time aiming for a high-end, luxury concept. He approached GIRVIN to help further define their foundations, create a messaging strategy, and develop a brandmark.

The Solution

Transcend the Traditional

We started with a kickoff meeting with Glen to dive into the soul of his vision and purpose for Sanctuary: Sanctuary aims to provide a truly uniqe, multi-sensory fitness and wellness experience that feels special and exclusive yet still welcoming to a broad range of members. We developed messaging guidelines that clearly defined the purpose, personality, and voice of the brand, ensuring it communicated luxury while still feeling accessible. From there, we created a visual branding system of a logoype and icon that extended into a patterning system. Sanctuary is set to launch in Summer 2026.

Strategy
Story
Identity
Messaging
The Sanctuary identity with logo and "S" brandmark
Mockup of a yoga class at the Sanctuary By Henry's
Yoga mat at Sanctuary By Henry's
Mockup of the Sanctuary By Henry's logo in a window
Group of the "S" brandmark in various versions
Mockup of a yoga class at the Sanctuary By Henry's
The Sanctuary By Henry's messaging book open to show some of the pages
Lockup of the Sanctuary By Henry's logo
Client Perspective

“

Fantastic work to develop a logo that our leaders and others throughout the company really like. We’ve been very proud to reveal it to our colleagues. You definitely set us up for success and gave us a new mark that will last for the coming years”.

Craig Hodges | Director of Communications | VF

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