Celebrating a Legacy of Vision, Craft, and Community

Written with Admiration and Gratitude by the TGD Family

When Rochelle Taccino Gray opened TGD in Old Town Alexandria in 1988—a time when the term branding was still new for many associations—she wasn’t just making a career choice. She was establishing a foundation for what would evolve into a decades-long effort to amplify the voices, missions, and aspirations of nonprofit and membership organizations nationwide. Over the 35 years since, her studio has expanded from her basement in Alexandria, VA, to locations on Prince Street, Pitt Street, and now to its current site in Reston. What began as a late-night dream has developed into one of the most respected creative agencies in the Washington region, repeatedly recognized by the Washington Business Journal and Dun & Bradstreet as one of the biggest firms in the region.

A Beginning as Bold as the Work That Followed

Rochelle’s design journey began at Virginia Commonwealth University, where she earned her BFA in Communication Arts & Design and distinguished herself both for fearless typography and for a direct, methodical approach to solving the visual and strategic problems clients faced. 

She began her professional career in Chicago, honing her skills and refining her vision before returning to Alexandria. In 1988, she struck out on her own, founding Taccino/Gray Design (soon to become TGD Communications). That was an era when many associations mailed newsletters on mimeograph paper and viewed a new logo as a 20-year investment. Rochelle sensed a broader opportunity that most were missing: helping member-focused groups look – and therefore feel – as contemporary, credible, and compelling as the private-sector brands their members encountered every day.

Whether redesigning Grant Thornton’s thought-leadership pieces, envisioning hospitality collateral for Oakwood Worldwide, or modernizing the advocacy kits of the National Air Traffic Controllers Association and the American Association of Airport Executives, Rochelle fused beauty with purpose and taught associations and corporations to develop messages that reached their true audiences. Clients soon discovered that more intentional design could do more than “look good” – it could rally members, guide staff, unlock sponsorships, and move lawmakers. That insight reverberated throughout the greater Washington, D.C. area, ultimately helping to build the foundations for what we now call association marketing.

The Quiet Force Who Kept the Lights Bright

Every visionary benefits from a skilled partner, and for Rochelle, that partner has always been her husband, Cliff Gray. Combining exceptional design insight with deep technological knowledge, Cliff created an environment where creativity could flourish, ensuring TGD was always ahead of the technology curve.

His meticulous attention to detail kept operations smooth, servers running (even if it occasionally required jiggling a wire), and allowed designers to focus solely on creative excellence, whether perfecting typography or selecting the ideal Pantone shade.

In the early days of digital innovation, Cliff spearheaded TGD’s venture into web design, establishing a robust new team. He identified and nurtured emerging web designers, oversaw the expansion of technical expertise, and proactively encouraged the team’s professional growth through industry training and travel. Thanks to Cliff’s foresight, TGD became not just a capable technical partner but a trusted advisor guiding clients confidently through the rapidly evolving digital landscape.

Building a Family of Designers

Inside TGD’s walls, Rochelle created an environment deeply rooted in mentorship, care, and genuine community. New hires quickly realized her question, “How are you doing?” was sincere and aimed to truly understand their well-being. Personal milestones (from birthdays to professional achievements) were always celebrated, creating an atmosphere of warmth and belonging. 

Beyond internal relationships, Rochelle actively supported the growth and success of emerging designers across the region. As president of the Art Directors Club of Metropolitan Washington, she initiated and championed portfolio reviews in underserved high schools, giving young creatives invaluable exposure and feedback. Rochelle believed strongly in collective growth, consistently advocating that "a rising tide lifts all visuals," a philosophy that deeply enriched the Mid-Atlantic design community and inspired countless individuals throughout her career.