Sarah Wasko

Sarah Wasko is a designer and illustrator committed to using storytelling and creative work for the common good.

“What has been will be again, what has been done will be done again; there is nothing new under the sun.” This is a passage from Eclesiastes 1:9. According to the scripture, no matter what advances are made, human nature remains unchanged. “Under the sun” is referring to Earth-bound things, distinguishing them from what one does in service of God. For those of us who don’t serve any God, this distinction does not exist. Earth is home to all things we find sacred and creating art in response to Earthly things is all that there is.

For artists who are bombarded by art online, creating “something new” feels like a futile effort. Comparison stops us before we give ourselves a chance to create – even badly. We may be iterating on all of the art that came before, but there is intrinsic value in a creative pursuit because it is a reflection of our shared life on Earth. Even if the art is not imbued with meaning by its maker, once created, it exists as part of an expansive ecosystem. I would never draw a pansy if I spent my days dissecting every pansy illustration to exist. The pansy would never grow if it were dissuaded by its being one of millions."

As creatives we’re good at expressing ideas, but not always expressing our worries. Did you know that 99% of a finished work is never seen, the doubt, the anxiety, the insecurity, the mistakes…the little voice inside telling you to just give up. Our work is often how we measure ourselves - the volume we’re making, how good or bad it is, how many clicks we’re generating. But this can take a heavy emotional and mental toll and it’s easier to bury your anxieties and to assume it’s you that’s the problem…

“Over a third of marketing professionals driven to depression and anxiety through work”

“65% of European creatives have experienced burnout”

“Depression ‘three times more likely’ in creative industries”

We wanted to create a platform where creatives can express those inner worries, but in a discreet way. ‘On the Inside’ brings together a group of leading creatives who've openly shared their deepest fears, doubts, or setbacks through a series of artworks. Using t-shirts as our canvas for expression, we've printed these creatives' works on the inside, encouraging anyone who wears them to flip their tee inside out and wear their worries with pride!

We will be donating a percentage of the profits raised from the campaign to PoetsIN, a charity dedicated to supporting mental health and wellbeing through the healing power of creativity. 

KesselsKramer was founded in Amsterdam in 1996 with the goal of creating radically honest work.

Our London studio launched 12 years later as KK Outlet, an East London shop and gallery with a home for our London-based creative, strategy and production team within it.

KesselsKramer London works for UK and international clients, and merges the fields of culture and communication to create strong bonds with audiences, driving success through insightful campaigns that get talked about. There’s madness in our method.