S6E06 Decolonization of Color with Mohamad Baitie

Mohamad claims:

“Africa played a very big part of me being fascinated by color. The Kente clothes, with all the different patterns and colors, it’s magnificent, whereas in Lebanon we tend to be more westernized in apparel and fashion.”

In this very frank and open conversation Mohamad Baitie talks about how color reflects cultural heritage, the decolonization of design, and the desire to be seen. This podcast is a look into Middle Eastern aesthetics challenging Western norms and reclaiming visual identity. 

With a master’s Degree in interior architecture, Mohamad Baitie has an expansive knowledge of color, color forecasting, color design and architectural coatings. Mohamad was born in Lebanon and grew up in Accra, Ghana, constantly moving with the family and being exposed to different cultures. His first encounter with color came through a dual interaction, Smarties and Lego. He was constantly amazed by how color shapes objects and defines the way we interact with them. Architecture was his obvious choice, where color, light and shadow are intertwined.

Today, with over 22 years of experience in marketing and communication in the paint industry, working for one of the top multinational paint brands as Business Development Director, GLC Paints. He has led the brand identity transformation of GLC Paints and is thoroughly involved in product research and development within the organization. He also took the role of professor of Color at the American University of Cairo, teaching color theory, color practice and color psychology. As part of the CMG organization, through GLC Paints, he attends the yearly global summit on color forecasting and does his own color talks and color workshops within the MENA region.