diff --git a/ADOPTERS.md b/ADOPTERS.md
index 412bf00c..44c211be 100644
--- a/ADOPTERS.md
+++ b/ADOPTERS.md
@@ -1,9 +1,32 @@
 # Pinniped Adopters
 
-These organizations are using Pinniped.
+If you're using Pinniped and want to add your organization to this
+list, [follow these directions](#adding-your-organization-to-the-list-of-adopters)!
 
-* [VMware Tanzu](https://tanzu.vmware.com/) ([Tanzu Mission Control](https://tanzu.vmware.com/mission-control))
+## Organizations using Pinniped
 
-If you are using Pinniped and are not on this list, you can open a [pull
-request](https://github.com/vmware-tanzu/pinniped/issues/new?template=feature-proposal.md)
-to add yourself.
+<a href="https://tanzu.vmware.com/tanzu" border="0" target="_blank"><img alt="vmware-tanzu" src="site/themes/pinniped/static/img/vmware-tanzu.svg" height="50"></a>
+
+<a href="https://kubeapps.com/" border="0" target="_blank"><img alt="kubeapps" src="site/themes/pinniped/static/img/kubeapps.svg" height="50"></a>
+
+## Solutions built with Pinniped
+
+Below is a list of solutions where Pinniped is being used as a component.
+
+**[Kubeapps](https://kubeapps.com/)**
+
+Kubeapps uses Pinniped to [enable SSO authentication](https://github.com/kubeapps/kubeapps/blob/master/docs/user/using-an-OIDC-provider-with-pinniped.md) when running on clusters where SSO cannot be configured for the cluster API server.
+
+**[VMware Tanzu Kubernetes Grid (TKG)](https://tanzu.vmware.com/kubernetes-grid)**
+
+TKG uses Pinniped to provide a seamless SSO experience across management and workload clusters.
+
+**[VMware Tanzu Mission Control (TMC)](https://tanzu.vmware.com/mission-control)**
+
+TMC uses Pinniped to provide a uniform authentication experience across all attached clusters.
+
+## Adding your organization to the list of adopters
+
+If you are using Pinniped and would like to be included in the list of Pinniped Adopters, add an SVG version of your logo that is less than 150 KB to
+the [img directory](https://github.com/vmware-tanzu/pinniped/tree/main/site/themes/pinniped/static/img) in this repo and submit a pull request with your change including 1-2 sentences describing how your organization is using Pinniped. Name the image file something that
+reflects your company (e.g., if your company is called Acme, name the image acme.svg). Please feel free to send us a message in [#pinniped](https://kubernetes.slack.com/archives/C01BW364RJA) with any questions you may have.