Staying true to type


A Type of Magic was launched by Mississauga, Ontario based writer, editor and designer Archie D'Cruz more than 15 years ago, and incorporated in Canada in 2010. 

Archie began his career in print publishing more than 25 years ago, as sub-editor for a leading newspaper in Bombay. The pressures of producing quality editorial pages when confronted with continually breaking news stories and daily deadlines are not for everyone, but Archie revelled in his role. A couple of years (and a couple thousand cups of coffee) later, he had already risen to become one of the youngest news editors of a mainstream daily newspaper.

From there, he moved on to a British-run media group in Bahrain, where he held a series of senior editorial positions, including Editor of the popular Middle East Expatriate.

While still in Bahrain, Archie launched A Type of Magic—a design studio with a primary focus on print publishing. Through his time in the industry, he had come in contact with many independent publishers who were struggling to keep their magazines afloat. These weren't fly-by-night operations; some serious money had been spent in getting their advertising agencies to design and create these magazines. Unfortunately they were learning the hard way that ad agencies—even good ones—fail to understand the nuances that go into creating successful publications. Articles were often just thinly-disguised ads; editorial pages were more style than substance; design would get in the way rather than assist in making it an easy read.

A Type of Magic aimed to help create publications that were well designed, yet cleanly laid out, professionally edited, and reader-friendly. The first test came in 1996 when Archie was approached to help produce an annual travel book, Visitor's Complete Guide to Bahrain. The glossy, full-colour, 64-page book was a huge success. The book has since been updated and republished 10 times, growing in size to 224 pages. With more than 250,000 copies sold, the title is a best-seller many times over.

Since moving to Canada in 1998, Archie has expanded into advertising and web design as well, and has worked on numerous campaigns for companies as diverse as Harlequin (now a part of HarperCollins), Sephora, Samsung, UPS, American Express, Electronic Arts, Zenith, Costco and ReMax.

A Type of Magic has since been involved in the creation of a number of other quality print publications, including a bestselling series of pocket travel guides, VIE Magazine and Whatever Vaughan (both general interest magazines), Discover Vaughan (a city guide) and Confidence Bound, a motivational publication.

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