I think the most interesting thing about the card for me is that it is a visual example of the confusion in their approach to post working royal life and why their attempts to create a successful brand isn't working yet - they lack any cohesive vision for the way they are presenting themselves.
Now it's possible to have many strings to one's bow and manage different roles but you can't usually throw all those things together in one brand/business/holiday card and have it look successful.
Where it goes wrong:
'From the office of" - pseudo formal role language to invoke officials in a formal role: heads of state, politicians, working royals representing heads of state.
They need to let this go - it makes them look silly - normal people with no official role don't have an 'office' issuing stuff for them. Just like it would be weird to have 'from the office of Zara Tindall' 'from the office of Princess Eugenie' 'from the office of George Clooney'
Celebrities often post social media on their holiday cards but they usually snap a picture of the actual card they are sending out to family and friends and slap a few extra holiday greetings on there. Photos are professionally taken and clear.
Speaking of Clooney - he's a celebrity who has a serious nonprofit foundation represented by him and his wife jointly. Social media posts and website posts for the foundation are slick professional and focused on the work at hand - George and Amil rarely appear front and center and they never mix in their personal or family life in this messaging so as not to detract from the core business of the foundation.
The whole card is horribly designed and the family image front and centre is far too low grade an image compared the rest of the card. And I'm astonished they used the picture of Harry with the patient after how controversial that particular visit was. If they want to position themselves as professional media and content producers they can't be letting such amateur work be their representative - especially if they know it will get picked up and talked about in the media.
They look like they are trying to constantly be official royals, celebrities, philanthropists, loved up family members, business owners and influencers all in one package - it's way too messy. If you want to protect the kids' privacy don't use their image at all in a PR stunt.