Art of Manliness & McKay Inc


Who

McKay Inc

When

2026

Where

Mythic Proportions

Role

Strategist,
Creative Director,
Brand Designer

Thanks To

Brett & Kate McKay
Founders of AoM, The Strenuous Life, Dying Breed and now McKay Inc

Practicing Timeless Virtue

The Art of Manliness started in 2008 as an independent blog by Brett McKay to celebrate his grandfathers generation and the pragmatic and practical aspects of life that used to be handed down from generation to generation.

Brett noticed that in the modern age we have moved away from intergenerational relationships and the wisdom that comes with them, toward a more consumer, disposable and performative version of masculinity.


AoM Arch Teeshirt

Woven Label

The Practice of Being a Gentle Contrarian

In the years snces it’s foundng, have misunderstood the Art o Manliness’s purpose as cultural conservatism or partisan political in its approach because it appears to look to the past.

AoM is philosophically about conservation, preservation and action of values that contemporary culture has forgotten or undervalued, but it is not interested in partisanship.


Brett and Kate’s work at AoM Inc projects and its role is not as conservationist as much as it is as contrarian, championing the virtues the culture of any given time might be undervaluing

“The chief element of nobility is not birth but virtue.”

– Erasmus,
“The Education of a Christian Prince” 1516

A Brand Standards & Guidelines Helps Create a Path for

More than a list of fonts and colors, it should be both a toolkit and an inspiration for a brand to move forward.

Designing Directionally From a place that keeps communication authentic, not toward limitation and stagnation.

GIF,

Merch, Tote bage, etc

Deliverables


  • Brand Strategy

  • Campaign Strategy

  • Creative Direction

  • Messaging & Copy

  • Art Direction

  • Brand Design

  • Key Visuals

  • Brand Experience

Special Thanks To:


Brett & Kate McKay
Founders of AoM, The Strenuous Life, Dying Breed and now McKay Inc


The Journey So Far


GOT A PROJECT OR OPPORTUNITY BREWING?

Let’s Build Something Together