Lead all visual identity, design systems, and brand standards for The Greene Turtle, overseeing digital and print creative including menus, social media, collateral, merchandise, environmental branding, and campaigns across 60+ locations. Ensure brand consistency and elevate guest experience.
KEY HIGHLIGHTS
- Spearheaded redesign and relaunch of The Greene Turtle’s loyalty program and mobile app, managing UX collaboration, digital asset creation, and brand integration.
- Developed comprehensive brand identity system, ensuring cohesive visual language across marketing, operations, and digital platforms.
- Art directed all food, lifestyle, and advertising photography, creating asset libraries for menus, digital campaigns, paid media, and social.
- Led full menu redesign, transforming single-page menus into multi-page formats to improve readability, upsells, and guest experience.
- Managed social content and high-impact campaigns, achieving 100,000+ views in 30 days during the Tampa opening.
Brand AND Design Leadership
December 2021 TO Present
50th Anniversary Brand Identity
APP & LOYALTY PROGRAM REDESIGN
THE GREENE TURTLE X MIKE'S HOT HONEY
social media
NEW MENUS
tinseltown toasts 2025 holiday campaign
2025-26 Personal Pitchers
Website Redesign & Ongoing Maintenance
Baltimore, Maryland - 2025
Design by Kerrie DeFelice
Led the visual redesign of The Greene Turtle’s mobile app and loyalty program to improve readability, brand continuity, and user accessibility for a 600K+ member rewards base. Served as the primary liaison between Paytronix and The Greene Turtle, translating brand standards into a cohesive, intuitive app experience.
Owned the visual direction and UI design across key app screens, ensuring clarity, consistency, and ease of use. Independently designed the full suite of loyalty e-blasts to align with the revamped program and app launch.
As part of the relaunch strategy, supported a $10 reward kickoff offer that drove $30K in sales within the first three days, demonstrating the impact of cohesive design paired with strategic loyalty messaging
App AND Loyalty Program Redesign
Baltimore, Maryland - 2025
Design by Kerrie DeFelice
In celebration of The Greene Turtle’s 50th anniversary, served as the exclusive graphic and brand designer responsible for developing the semiquincentennial anniversary logo and accompanying brand story. Crafted a visual mark that honors five decades of memories while evolving the iconic Turtle identity for a modern audience.
Developed a narrative-driven anniversary system designed to reflect heritage, community, and longevity, ensuring the milestone branding could live seamlessly across menus, merchandise, digital platforms, and in-restaurant experiences throughout the yearlong celebration.
50th Anniversary Brand Identity
video introducing the 50th campaign
inspiration and logo prelims
final logo
individual store logos for socials
branding surrounding the 50th
Baltimore, Maryland - 2025
Menu Design & Photography Art Direction: Kerrie DeFelice
Food Photography: Deb Lindsey
Developed visual identity and marketing assets for The Greene Turtle’s 2025–2026 personal pitchers launch, introducing the Turtle Trio. Crafted cohesive creative across menus, social media, and in-house materials to drive engagement and highlight new menu offerings. Performed art direction for our photoshoot campaign.
2025 AND 2026 PERSONAL PITCHERS
Baltimore, Maryland - 2025
Menu Design & Photography Art Direction: Kerrie DeFelice
Food Photography: Deb Lindsey
During Summer 2025, The Greene Turtle partnered with Mike’s Hot Honey on a limited-time menu collaboration featuring three new offerings: the Hot Honey Crispy Chicken Sandwich, Loaded Chicken & Waffle Fries, and Chipotle Hot Honey Chicken Bowl/Salad.
The 13-week promotion (June 2–August 31, 2025) delivered strong performance across both corporate and franchise locations, driving a +2.7% increase in total systemwide sales. The campaign generated over 1 million social impressions across combined brand channels, making it the most viral LTO in The Greene Turtle’s 50-year history.
The Hot Honey Crispy Chicken Sandwich emerged as the top-performing handheld item during its run, outperforming legacy menu items and reinforcing the success of strategic brand collaboration and innovation.
THE GREENE TURTLE X MIKES HOT HONEY
Baltimore, Maryland - 2025
Menu Design & Photography Art Direction: Kerrie DeFelice
Food Photography: Let's Tap In
Led the creative direction and execution of the Tinseltown Toasts 2025 holiday cocktail campaign, featuring a seasonal menu of five signature cocktails. Owned the campaign from concept to launch, including prop sourcing, photoshoot art direction, menu design, and social media creative.
Developed festive yet on-brand visuals that translated seamlessly across in-restaurant menus and digital platforms. Led social media campaign strategy and content creation, resulting in 22K+ views and growing engagement.
Tinseltown Toasts 2025 Holiday Campaign
Baltimore, Maryland - 2025
Design Direction & Maintance: Kerrie DeFelice
Served as the primary liaison for The Greene Turtle’s website redesign in partnership with BentoBox. Navigated platform and template limitations while upholding brand standards, refreshing the site with updated imagery and a modernized visual approach.
Led content updates and visual refinements to ensure consistency across digital touchpoints. Continue to manage ongoing website maintenance, updates, and optimizations to keep the site current, functional, and aligned with brand direction.
Website Redesign AND Ongoing Maintenance
Baltimore, Maryland - 2025
Design Direction & Maintance: Kerrie DeFelice
I manage The Greene Turtle’s social media channels, creating and posting content that brings the brand to life online. From crafting engaging posts and designing visuals to collaborating with internal teams and external partners, I ensure every piece of content reflects the brand’s voice and personality. I also track performance and audience engagement, using insights to keep content fresh, relevant, and effective in driving both community interaction and visits to the restaurants. @thegreeneturtle
Social media