Firestone Roofing, Wall And Lining Systems Are Now Elevate

By Cass Jacoby. 

In a new podcast, Holcim’s Michelle Lane talks about how the name change is more than a change in branding, it is a promise. 

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 encompasses the Elevate portfolio of products, at the 2022 NRCA fall meeting. Michelle and Heidi talk about the recent branding change from Firestone roofing, wall and lining systems to Elevate and the future of Elevate in the roofing industry. 

 “We have truly been on a journey over the course of the last 18 months,” says Michelle, who led the recent brand change. “Many of you out there, and you Heidi, know that Firestone Building Products was acquired by Holcim about 18 months ago. It's certainly been an exciting transition for us and certainly the brand transition,” says Michelle. “Elevate is really the new brand for Firestone roofing, wall and lining systems.” 

For 40 years, Firestone and its expanding portfolio of building products has provided roofing services known by everyone in the industry. Michelle says one of the biggest challenges is honoring the legacy of the Firestone brand while bringing the products into the future.  

“It starts with really understanding and listening to the market about what does your brand mean to your customers to really understand the legacy and really where have we been, but also thinking about Holcim and where are we going in the future,” says Michelle.  

As Elevate, they are taking that to the next level — tackling the challenges contractors face every day, while evolving the way the industry builds. Customers will still see the same great products like UltraPly TPO and RubberGard EPDM, it is just the brand itself that is evolving into something better.  

“It's not just about changing the name and the messaging, but also there's a huge asset transition that goes along with this. And so the journey has really just started and that asset transition is along the way, but we want to ensure that we're bringing our customers and the market along with us,” says Michelle. “What we found as we went through this brand transition was how excited our people are about the transition.... And so how are we being a part of a building products focused company, celebrating our legacy, but also coming out and really being something amazing moving forward.” 

Listen to the podcast to learn more about the re-branding of Firestone roofing, wall and lining systems to Elevate and for more insight into the ways Elevate is bringing its legacy into the future. 

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

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