Last spring, LafargeHolcim Ltd.’s $3.4 billion blockbuster acquisition of Firestone Building Products regenerated the conversation about companies delivering innovating and sustainable building solutions on multiple continents. 

It also started a clock. Firestone’s iconic brand, a recognized industry leader in roofing, wall and lining systems, for decades, was due to rebrand under terms of the agreement. The company is now Elevate™, symbolizing Holcim’s continued commitment to deliver superior quality and innovation with advanced building solutions.

BErecently caught up with Jamie Gentoso, the global head of the solutions and products business unit for Holcim. She’s currently president of building envelope division for Holcim and is driving the Elevate rebrand and overall transition at one of the roofing industry’s most important companies.  

“Underneath the Holcim envelope are a lot of great brands that will continue to stand up,” Gentoso explained. “We’ve got the same great people and the same great products.” 

Listen to the entire conversation here.