Who is Cleat?

We value empathy, hard work, humor, simplicity, and transparency.

Lydia Fayal Photo


Solving problems and building things - that’s what excites me. In college, I watched my plays come to life. I learned the importance of writing with the audience in mind: how to communicate simply and hold their attention. I started my career at one of the top talent agencies in Los Angeles, where I built relationships with journalists and comedians that continue a decade plus later.

My education (Penn Law & Wharton) taught me to attack challenges in an analytical way different from most creatives. I’ve founded multiple startups, participated in Y Combinator’s edtech track, ImagineK12, served as CMO and Head of Marketing at B2C and B2B companies… I’ve lived many lives. And I learned what I’m good at: those are the skills I bring to Cleat.

Justin Photo


To me, there is nothing better than intuitive design that creates delight. I started my first company when I was 13. I’ve provided design and development services for dozens of companies. I’m also a skilled photographer and video editor: spent countless hours in freezing water taking photographs for Switlik ads, edited Olympic campaign videos, directed a documentary for PBS. I’m also a licensed instrument rated private pilot.

I founded the collaborative learning platform, Chalkup, which is still in use at 1/3 universities and 1/5 high schools. I’ve worked with Lydia on multiple startups - I hired her when I needed help growing Chalkup, she hired me to rebrand a massive B2B company, and so on. We love working together and we do great work for others.

Email us at [email protected]

What's a Cleat?

On the water: beautiful and simple way to secure any boat big or small.

On the field: worn by athletes to gain traction when they want to move fast.

First One is On Us!

To kick things off, we’ll come to your office in SF or video conference. It’s a free one-hour consultation. If nothing else, you’ll walk away with a lot of great ideas.

Email us [email protected] with your availability for a quick call to get started.