Brand identity: red logo, white font. hello in big, bold, sans serif font. Natalie in red dress, red bar at bottom. Everything is in rectangles, masthead in box, photos, text at the bottom on a rectagular bar.
Sympathy card makes people want to read the story - 'we were told only one twin would make it'.
'Time to celebrate for Kate' - makes people want to read on without telling them too, want to find why she is celebrating.
Aimed towards women: 2 stories on babies, story on marriage, story about the duchess.
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