Meet The New Brand of the Future, Elevate

By Cass Jacoby. 

In this RCS podcast, Holcim’s Michelle Lane talks about Holcim’s acquisition of Firestone Building Products, its rebrand to Holcim Building Envelope and how they are developing Firestone roofing, wall and lining systems into the future-focused Elevate. 

In Season 4, Episode 69 of the Roofing Road Trips Podcast, Heidi J. Ellsworth meets in person with Michelle Lane, vice president of marketing and communications for Holcim Building Envelope, which includes the Elevate portfolio of products. The two talk about Holcim acquiring Firestone Building Products and transitioning the brand into Holcim Building Envelope. Michelle answers the questions: Who is Holcim? What is Firestone Building Products? And where does Elevate fit in? 

“Holcim, as many of you know, is a global organization traditionally focused in the cement, concrete, ready-mix area, but they've actually been really aspirational in getting in deeper into the building solution space,” says Michelle. "With the acquisition of Firestone Building Products, they have expanded into the building envelope division... As part of the transition, Firestone Building Products, the company, is transitioning to Holcim Building Envelope.” 

Part of that transition is revealing Elevate: the new brand for Firestone roofing, wall and lining systems. Michelle tells us that Elevate is bringing the future of roofing products to the industry while honoring the brand’s 40-year legacy. As Elevate, they are evolving the company into something better than before.

“Over the course of the last year we went through a lot of research, talking to customers, spending a lot of time being intentional about coming up with that new brand,” says Michelle. “We are elevating the brand, but a lot of the things that our customers appreciate about the legacy of Firestone really haven't changed... It's the same great products, the same great people, but we are taking this to the next level in the future.”

Customers will still see the same trusted products like UltraPly TPO and RubberGard EPDM, just under a new brand.

“What you will see from Elevate is innovation. There's going to be a number of things that we are investing in in terms of innovating around new products. We'll also be investing in a lot of areas that are important for contractors as well,” says Michelle. “Elevate is the new brand of the future.

Learn more about Elevate in their RoofersCoffeeShop® Directory or visit holcimelevate.com/en. 

Listen to the podcast to learn more about Elevate and what is on the horizon for this exciting new brand. 

About Cass  

Cass works as a reporter/writer for RoofersCoffeeShop, AskARoofer and MetalCoffeeShop. When she isn’t writing about roofs, she is putting her Master degree to work writing about movies and dancing with her plants.