I got promoted from Designer to AD, asked for a 10k raise and was told that was too much. Was it?

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Designer to AD could be perceived as a lateral move depending on the organization

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Can’t answer that question without knowing your salary. You could already be towards the max of that position’s salary range, or your company could just be cheap and want minimize your raise.

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You also have the right to ask for the salary range for your position. So ask, then you can inquire why they feel you are or are not at the top of that range. And state why you feel you should be higher on that range (if lower).

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how much were you making as a designer?

That’s a lateral move dude not a promotion.

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