Issue 6: What ADPList Can Teach Us About the Importance of Brand Promise

When a Mentorship Platform Forgets Its Core Values

Over the last few weeks, multiple designers on platforms like LinkedIn and Reddit, have shared accounts indicating that ADPList allegedly used their content without proper permission or credit. Some also claim they were not compensated for their services. Although ADPList has not publicly addressed all these specific incidents, this is a big disappointment to say the least.

If true, this is a serious breach of trust especially considering that the platform was built on the very foundation of supporting vulnerable professionals. It’s hard to imagine how an organization that at it’s core attracted users rooted in design and user-centered thinking could make such a misstep. Whether it stemmed from a need to drive more engagement, a shift in business strategy, the result is the same: a betrayal of the brand trust that brought ADPList where it is today.

The Roots of ADPList

ADPList was founded in 2019, emerging during the COVID-19 pandemic as a response to a pressing need: connecting designers with mentorship and career opportunities in an uncertain time. You can hear more about its origins in my Technically Speaking podcast—Felix, the founder, was a guest on episode five. I’ve supported ADPList for years because I’ve seen firsthand how transformative it has been in connecting designers across the world with other industry professionals in ways that didn’t exist before.

For me, I saw ADPList as a lifeline for many through mass layoffs and going through a once-in-a-generation global epidemic (hopefully). We were all stuck in our home offices, staring at laptop screens, unsure of what was next. Yet, this platform gave many hope and a sense of community one that wasn’t tied to a major conference or workplace but rather built organically by designers for designers. It made the world feel smaller and more connected. I was excited to be part of it because I could only imagine how valuable a resource like this would have been when I was coming up as a designer, navigating my career. It was an easy way for me to give back.

The Platform’s Evolution

ADPList began as a simple spreadsheet, connecting laid-off designers with new opportunities. Felix saw a chance to build something greater, and over time, the platform evolved not just in terms of user growth but also in features and impact. It expanded beyond design to include product management, offering courses and gamification to encourage more engagement from mentors, and eventually a large remote annual conference. From what I saw on LinkedIn, it became somewhat of a cultural movement. Designers took pride in being on the platform, showcasing their mentorship hours and contributions. I was one of those people. This happened because of what they associated the brand with.

Mentorship is Complicated

Mentorship can mean many different things to different people, but at its core, it’s about supporting someone’s growth and learning by offering guidance, feedback, and encouragement over time. Ideally, it should be a give-and-take marked by trust, respect, and a commitment to each other’s development.

Big emphasis on ideally…

When I first got involved, that’s what I believed ADPList was all about. As the platform matured, many of these connections started feeling a bit transactional, like something on a checklist rather than a genuine mentorship bond. People have been turned off by that vibe, myself included.

It’s important to note that this isn't a challenge exclusive to the ADPList platform. I’ve had plenty of those types of experiences outside of the platform. At the same time, there are bonds I’ve created from the platform that I still have today. At its best, ADPList can offer meaningful connections that embody what mentorship is really supposed to be.

This situation is deeply conflicting for me. I’m a strong supporter of Felix and want to see him succeed. But at the same time, it’s incredibly disappointing to see my peers’ work stolen and repurposed without credit.

Trust, once broken, is hard to rebuild. Did the platform lose sight of its original mission in pursuit of expansion or monetization? And for those who proudly contributed mentorship hours, does this controversy now tie us to a platform that undermines the designers it was meant to help?

Lessons in Brand Promise

This is a crucial lesson for anyone building a product or community: Brand promise matters. The brand promise is the core expectation people have about what your brand stands for and will consistently deliver. It's the heart of why they choose, trust, and remain loyal to you.

People don't just use a platform; they believe in it. And when that belief is shattered, regaining it is an uphill battle.

I don't think ADPList will go anywhere in the immediate term; it's done far more good than harm. However, I hope Felix and his team acknowledge where they've gone astray and sincerely try to course-correct. Without that, the platform risks losing the very people who helped make it successful in the first place.

Time will tell whether it will hurt the growth of the platform.