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.

  • A google search of the word masculinity in 2025 showed you equal parts accusations of masculinity being toxic, or examples of men behaving so.

    It became subject rife with polarizing political implications


    If our goal is the keep above the fray, there is ample opportunity


  • Trust in Institutions is at an all time low.

    Fewer young men are pursuing the institutional route of university education than ever before in American history.

    Men who are 50.8% of the American population make up 42% of college students, down from 58% in 1970.

  • “Not long ago, America was more than the sum of its parts. Now, it is less. Around World War II, we were proud as a people but modest as individuals. Fewer than two people in ten said yes when asked, Are you a very important person? Today,
    more than six in ten say yes. Where we once thought ourselves collectively strong, we now regard ourselves as individually entitled.”


    -William Strauss & Neil Howe, The Fourth Turning, 1997

  • “If history does have one lesson it’s that as we grow individually more risk averse, we often grow collectively more often to take risks… We become much more of a society who wants to be sheltered. We want safety nets. We want someone to look after us…”

    - Neil Howe

The Practice of Being a Gentle Contrarian

Many have misunderstood AoM’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

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

Results

The Journey So Far

2020-Present
2018-2020
2016-2017
2014-2016
2013-2014
2003-Present
2010-2013
2004-2010
2002-2004
GOT A PROJECT OR OPPORTUNITY BREWING?

Let’s Build Something Together