Lead visual identity, design systems, and brand standards for The Greene Turtle, overseeing integrated digital and print creative across menus, social media, campaigns, collateral, merchandise, environmental branding, and 60+ locations. Drive creative strategy from concept through execution while ensuring brand consistency and creating engaging guest experiences across every touchpoint.
KEY HIGHLIGHTS
- Spearheaded the redesign and relaunch of The Greene Turtle’s loyalty program and mobile app, managing UX collaboration, digital asset creation, and brand integration.
- Developed and evolved a comprehensive brand identity system, creating a cohesive visual language across marketing, operations, and digital platforms.
- Art directed food, lifestyle, and advertising photography, building asset libraries used across menus, digital campaigns, paid media, and social content.
- Led a full menu redesign, transforming single-page menus into multi-page formats designed to improve readability, support upselling opportunities, and enhance the overall guest experience.
- Developed and executed integrated marketing campaigns, including **New Season. Stacked Roster.**, spanning creative concepting, photography direction, social media, in-store marketing, and promotional collateral.
- Expanded creative capabilities through motion design, using **After Effects** to create dynamic content for the campaign’s “Menu Draft” social series and bring additional depth and storytelling to the launch.
- Managed social content and high-impact campaigns, generating 100,000+ views in 30 days during The Greene Turtle’s 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
game day showdow
New Season. stacked roster.
Baltimore, Maryland - 2026
Design by Kerrie DeFelice
Photography by Deb Lindsey
To launch The Greene Turtle’s new menu, I helped develop New Season. Stacked Roster.—an integrated marketing campaign built around the excitement and energy of a new sports season. From campaign concepting and creative direction to photography, social media, in-store marketing, and promotional execution, I helped bring the campaign to life across multiple customer touchpoints.
For social, we extended the sports narrative by introducing new menu items through a “Menu Draft,” giving each item its own player profile and bringing the stacked roster concept to life across a multi-post content series. To further develop the draft experience and push my creative boundaries, I stepped outside my everyday design repertoire and used After Effects to create motion graphics that added depth, movement, and a more dynamic storytelling element to the campaign.
The result was a cohesive launch campaign that built excitement around the new menu while giving each platform and touchpoint its own role in the story.
New Season. stacked roster.
Baltimore, Maryland - 2026
Design by Kerrie DeFelice
For The Greene Turtle’s football season specials, I developed Game Day Showdown, a marketing concept designed to bring a little friendly competition to game day. Centered around a Blue vs. Red matchup, the campaign put Draft Beer & Cocktails head-to-head with Buckets, inviting guests to 'choose their team'.
I led the concept development and design execution, creating a bold visual system inspired by classic sports rivalries and extending the matchup across promotional materials and marketing touchpoints. The result was a flexible seasonal campaign that turned football specials into a full-on showdown.
Game day showdown
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 - 2026
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 - 2026
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