Treasures in the Trash

Treasures in the Trash is a museum brand identity project inspired by the real-life practice of Nelson Molina, who worked for over 30 years as a sanitation worker for the New York City Department of Sanitation in Manhattan 11. During his routes, he began collecting discarded objects—some broken, some intact—recognizing that what the city threw away still carried stories.

As these objects accumulated, Molina created the Treasures in the Trash Collection inside DSNY’s garage. What began as a personal act of preservation evolved into an archive of rescued moments: family portraits, cassettes, Buddha statues, Pez dispensers, clocks, and 8mm films. The collection not only reflects Molina’s dedication, but also underscores the value of salvage and reuse within the agency’s zero-waste mission.

This brand identity reframes waste as memory, value, and cultural narrative. The museum is positioned not simply as an exhibition space, but as a site of reconsideration—inviting visitors to question their consumption habits and reflect on the scale of what is discarded. Beyond the objects themselves, the collection reveals layered stories of Harlem, of Nelson’s life, and of New York City.

The logo, inspired by a crumpled paper form, symbolizes the transformation of something rejected into something worth preserving.

The identity system extends across tickets, staff ID cards, VIP invitations, posters, badges, web platforms, and merchandise, creating a consistent presence across physical and digital environments. Built on strong contrast, disciplined hierarchy, and controlled composition, the brand language establishes a tone that is both critical and inviting.

Treasures in the Trash ultimately asks a simple but urgent question:
What if what we throw away still carries value?