Ghosted, Blocked, Still Live: When a Brand Is Built on Unpaid Work
In the fast-paced worlds of startups and brand-building, success often hinges on strong storytelling, clear strategy, and compelling design. Behind every sleek website, well-crafted brand identity, and high-performing social media presence lies the expertise of marketers, designers, strategists, and creatives who help shape the business from the ground up.
Yet increasingly, these professionals report the same troubling experience. They contribute substantial value, often without compensation, contract, or credit, only to be sidelined, ghosted, or replaced once their work has served its purpose.
This isn’t about poor communication or isolated mismanagement. It’s a recurring pattern across industries: professionals treated as expendable idea generators rather than strategic partners. This raises critical questions about ethics, sustainability, and respect in client-creative relationships.
The Pattern of Exploitation
This pattern often begins with an informal and enthusiastic approach. A founder or team reaches out brimming with excitement, expressing admiration for the professional’s work and speaking about potential long-term collaboration. These initial conversations are frequently wrapped in the language of friendship or a shared vision, making the opportunity feel both promising and meaningful.
However, as the dialogue progresses, clear compensation is either delayed or left undefined. Early discussions are often peppered with phrases like, “We are waiting for our investor,” “Once we launch, we’ll circle back,” or “Let’s just get the ball rolling first… we want you to feel valued, and we will compensate you fairly.” Motivated by the hope of supporting a promising project or expanding their portfolio, many professionals agree to these vague terms, often dedicating weeks or even months of their valuable time.
During this period, the professional delivers substantial value. Their contributions often span multiple areas including brand identity and visual direction, strategic positioning and messaging, UX and web design, social media strategy, marketing plans, and even founder support or communication coaching. This work frequently becomes the very foundation on which the brand builds its public image and day-to-day operations.
Yet, the relationship often ends abruptly. After the brand officially launches, the tone from the founder or team changes. Communication becomes sparse, promises grow increasingly vague, and in some cases, the professional is suddenly cut off, removed from platforms or outright blocked. All the while, their work remains live and actively used, without proper acknowledgment or compensation. This sequence reveals a troubling pattern of exploitation disguised as collaboration.
Why This Happens?
Several factors contribute to why this pattern of exploitation occurs. One key reason is that many startups operate without a formal structure. In the early stages, businesses often lack clear legal and operational frameworks, which results in blurred boundaries and informal agreements that leave room for misunderstandings.
Another factor is a widespread misunderstanding of the value of creative work. Founders and startup teams frequently view strategic and creative services as mere “support functions” rather than essential drivers of business success. This is especially true when founders are primarily focused on product development or fundraising, leading them to undervalue the critical role that branding, design, and communication play in a company’s growth.
There is also what can be called the emotional labor gap. Professionals often go well beyond their defined responsibilities by helping founders clarify their vision, boost confidence, or solve problems that fall outside the original scope of work. While this extra effort can be highly impactful, it is rarely recognized or compensated appropriately.
Finally, a lack of accountability plays a significant role. Without formal contracts or written agreements, professionals find themselves with little recourse when things go wrong. This vulnerability is even greater when clients are located in different countries or when the entire arrangement is based solely on verbal promises or trust — which is a huge mistake. Even with a contract in place, having to chase clients for payment is frustrating and adds unnecessary stress to the creative process. Together, these factors create an environment where exploitation can easily take root and persist.
The Real Cost to Businesses
Although some may view this approach as a way to save money in the short term, the long-term consequences are significant and far-reaching. One major risk is to the brand’s reputation. In tight-knit creative and startup communities, news of how a company treats its collaborators spreads quickly. Being known as a brand that mistreats or undervalues its creative partners can seriously damage a company’s ability to attract new talent, forge strong partnerships, and build investor confidence.
Another cost is the loss of talent. Skilled and experienced creatives are becoming more discerning about where they invest their time and energy. Brands that exploit or misuse one professional often find it difficult to engage others down the line, as word of these experiences travels fast within the industry.
Additionally, brands suffer from inconsistent growth when foundational creative and strategic contributors are pushed out or sidelined prematurely. Without continuity and coherence in their creative vision, these businesses risk losing their long-term strategic direction, which can ultimately undermine their ability to build a strong, sustainable brand presence.
Protecting the Creative-Client Relationship
To prevent damaging breakdowns, both clients and creative professionals must approach collaborations with clear professionalism, aligned expectations, and mutual respect. For clients and founders, formalizing agreements from the very beginning is non-negotiable. A clearly written contract outlining the project scope, timelines, deliverables, payment structure, and intellectual property terms is not just best practice. It is essential, as it protects both sides and lays the foundation for a transparent, respectful working relationship."
Equally critical is the issue of payment. Creative professionals should never begin work without receiving a percentage of the total payment upfront. This is not a matter of distrust; it is a standard practice that reflects the value of their time, energy, and expertise. An upfront payment secures the client’s commitment and ensures that the collaboration starts from a place of mutual investment and accountability. Skipping this step often leads to misunderstandings, scope creep, and in some cases, financial loss or exploitation.
Respect for intellectual property is also paramount. Using work that hasn’t been paid for or properly licensed is both unethical and corrosive to trust. Clients must understand that designers, strategists, marketers, and consultants are not optional extras. They are strategic partners who play a critical role in shaping the success of a brand.
For professionals, safeguarding their time, creativity, and business means never delivering final work without having clear, written agreements in place. While previews and drafts may support collaboration, full deliverables should only be shared once all terms have been met. Defining every aspect of the project, including what is and isn’t included, revision limits, deadlines, and staged payments, is essential for a smooth process.
Professionals should also stay alert to red flags. Vague expectations, pressure to “just start,” or resistance to contracts and deposits are strong indicators of potential problems. Trust your instincts. Boundaries are not barriers; they are safeguards for sustainable, respectful collaboration.
Conclusion
Creative and marketing professionals are the architects behind some of the most impactful brands in today’s digital-first economy. Their expertise is not an add-on; it is a cornerstone of long-term business growth. Founders and companies must begin treating them accordingly, ensuring clear contracts, fair compensation, and professional respect.
Likewise, professionals must champion their own value by setting clear boundaries, requiring upfront payments, and ensuring all work is protected by written agreements. Doing so creates space for meaningful, productive partnerships that are built on trust, respect, and shared success.
