Firestone Building Products unveils new brand identity as part of Holcim

Firestone Building Products proudly announced Tuesday, June 21, that it is adopting Holcim's name and brand identity, becoming the Holcim Building Envelope Division of its Solutions & Products Business Unit. Firestone's iconic brand, recognized market leader in roofing, wall and waterproofing systems, becomes Elevate™, symbolizing Holcim's ongoing commitment to deliver superior quality and innovation with advanced building solutions. The Holcim Building Envelope division includes solutions for construction roofing, walling, and waterproofing systems for commercial and residential applications.

"Over the past 40 years, Firestone has built a reputation as a leader and innovator in the commercial roofing industry. From now on, we unite the iconic legacy of Firestone Building Products with Holcim's future focus on accelerating sustainable growth," said Jamie Gentoso, global head, Solutions & Products for Holcim. "With strong brands like Elevate we are at the beginning of a new period of growth. I am committed to contributing to our customers' success with a rigorous focus on advanced solutions, superior quality and innovation."

ELEVATE

Firestone, a leading provider of industry-leading roofing, wall and waterproofing systems, becomes Elevate. Building on Firestone's iconic brand and legacy, Elevate represents Holcim's commitment to delivering superior quality and innovation with advanced building solutions. The Elevate brand offers the highest quality products and solutions to solve common industry challenges. 

Under the new Elevate brand name, the people, products and quality standards familiar to the industry will remain the same. Sales representatives and distribution networks will continue to provide the same superior customer service and product support. Customers will see Elevate evolve as the brand name on trusted products such as RubberGard™ EPDM, UltraPly™ TPO,RubberCover™ EPDM PondGard™ EPDM, GeoGard™ EPDM and GeoSmart™ EPDM that will all remain on the market. In addition, the high-quality solutions, network of licensed roofers/installers and industry-leading warranties will remain unchanged.

HOLCIM 

Firestone Building Products becomes the Holcim Building Envelope Division within the Solutions & Products Business Unit. It brings together a powerful portfolio of respected brands that provide breakthrough solutions for commercial and residential customers around the world. While the core of the business will remain the same, Holcim's Building Envelope division will focus on developing the highest quality products and processes globally - raising the quality standard for building solutions by ensuring they are both innovative and sustainable while responding to local needs. 

"Holcim and Elevate are committed to growing to new heights and building our future together with our customers and partners," Gentoso concluded.