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
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“I worked with Tim and his team on the development of the logo design system and copywriting for a new brand I’m creating: Sanctuary. It’s an international concept that we’ve designed as a 45,000 sq. Gym. I describe it as a state-of-the-art fitness technology, with a full complement of food and beverages, that includes bar offerings, standard pre-workout and post-workout beverages and ‘curated’ waters from around the world.
Like my brand Henry’s, the new concept will encourage socializing with places for remote work. My Sanctuary will definitely be a showstopper, as it will visually be like no other Gym. GIRVIN’s brand work supports my dream of an ultra-luxury fitness environment.”
Glen swain | founder
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