Tutto Passa Unveils Its Visual Identity: Urban, Timeless, and Authentically Human

Amsterdam, November 2025. As part of its official launch, Tutto Passa reveals its new visual identity, a photography and design direction that captures the agency’s philosophy: structure meets soul.

Shot in collaboration with Dubai based high-fashion & art photographer Eva Losada, the imagery blends urban backdrops with soft, timeless light reflecting the duality of Tutto Passa’s essence: strategic yet emotional, composed yet real.

“I didn’t want the corporate headshot look,” says founder Ivana Heijnen. “The brand had to feel human. Our clients operate in rigorous business environments, but their communication must reflect the full spectrum of leadership. intellect, emotion, and presence.”

We played around with hand movements placed in the modest position where Napoleon held his hand signalling modesty in his leadership. This relates back to our brand philosophy anchored in the principles of legacy leadership.

We also blurred the lines of movement, bringing forward the philosophy of Tutto Passa ‘everything passes’. We invite our clients to stand still for a moment, lead with clarity, credibility and continuity in a world that keeps on spinning.”

” Our brand colour palet is sober with hints of red coming back in photography. This signals our service-oriented and no-nonsense approach to the leaders we work with. “

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