New ‘Elevate’ brand identity unveiled by Firestone as part of Holcim

New ‘Elevate’ brand identity unveiled by Firestone as part of Holcim

Firestone Building Products, a leading provider of roofing, wall and lining systems, is adopting the new ‘Elevate’ moniker as part of a wider rebranding under the Holcim umbrella.

Adopting the Holcim name and brand identity, Firestone Building Products is becoming the Holcim Building Envelope division of its Solutions & Products Business Unit. Firestone’s iconic brand becomes Elevate in a move said to “symbolise Holcim’s continued commitment to deliver superior quality and innovation with advanced building solutions”.

Holcim’s range of building envelope solutions includes wall, lining and waterproofing systems for commercial and residential applications. It unites some of the most trusted and high-quality brands in its sector including Gaco, GenFlex and Malarkey Roofing Products, as well as Elevate, the new brand name for Firestone roofing systems.

Jamie Gentoso, Global Head, Solutions & Products for Holcim, said: “Over the past 40 years, Firestone has built a reputation as a leader and innovator in the commercial roofing sector. And now we are making it official; we are uniting Firestone Building Products’ iconic legacy with Holcim’s future focus on accelerating green growth.

“As we open this new chapter of growth with star brands from Elevate to Malarkey, I am committed to contributing to our customers’ success with a rigorous focus on advanced solutions, superior quality and innovation.”

Under the new Elevate brand, the company says the “people, products and standards trusted in the industry will remain the same” whilst the 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 like RubberCover, RubberGutter, PondGard, PondEasy, GeoGard and Geosmart, RubberGard EPDM and UltraPly TPO, all of which will remain in the market. Furthermore, the “high-quality solutions, network of licensed applicators and industry-leading warranties will remain unchanged”.

In the wider rebranding, Firestone Building Products becoming the Holcim Building Envelope division within its Solutions & Products Business Unit is a move that “unites a powerful portfolio of respected brands that provide breakthrough solutions for commercial and residential customers around the world”. And while the core of the company remains the same, Holcim’s building envelope division will be “committed to developing the highest quality products and processes globally—raising the standards of building solutions by ensuring they are both innovative and sustainable, while also addressing local needs”.

Jamie Gentoso added: “Together, Holcim and Elevate are committed to growing to new heights with our customers and partners. We look forward to building our new future together!”

Holcim is the company behind some of the world’s most trusted brands in the building sector including ACC, Aggregate Industries, Ambuja Cement, Disensa, Geocycle, Holcim, Lafarge and Malarkey Roofing Products.

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