As a pilot program, Infinitely Recyclable's key objective is to increase recycling rates in New York's Times Square, which if successful will extend across the rest of the city. It's main challenge was to stand out in the content-saturated environment of Times Square. Due to the close proximity of ninety receptacles within a ten block area, it was important avoid repetition by creating a wide variety of designs with short, easily read, informative messages that appeal to a broad range of visitors.

The endless cast of characters is an analogy for the infinitely recyclable qualities of aluminum, a concept inspired by the idea of soda cans being continuously reborn from the same components. The vast number of characters, made from a core set of recycled features that they share with each other, reflect the diversity of the 39 million visitors Times Square sees each year. Playful, hand-rendered typography contrasts with the serious nature of traditional recycling messages, while vibrant colors reflect the frenetic nature of Times Square.