Case Study: Henry’s Gymnasium achieves a luxury fitness brand identity with Girvin

Henry’s Gymnasium launches Sanctuary in Summer 2026 with Girvin

Henry’s Gymnasium, operating as Sanctuary by Henry’s, sought to define a new high-end luxury gym concept in Seattle. The owner, Glen Swain, approached the vendor Girvin for strategic branding and design services to develop the brand's foundations and create a messaging strategy.

Girvin developed comprehensive messaging guidelines to define the brand's purpose and voice, ensuring it communicated luxury while remaining accessible. They also created a full visual branding system, including a logo, an icon, and a patterning system. The new Sanctuary by Henry’s brand, supported by Girvin's work, is set to launch in Summer 2026 as an ultra-luxury fitness environment.

Henry’s Gymnasium (Sanctuary by Henry’s)