Elevate
Brand identity
2021
Completed at Prophet
Formerly known as Firestone Building Products, Elevate is the premier roofing, wall and lining systems brand. Acquired by Holcim, Elevate sits at the forefront of their portfolio, promising quality products and innovative solutions, while investing in sustainability and eco-friendly initiatives.
Challenge —
The challenge is to retain contractors and business partners who are well-acquainted with the Firestone name and legacy, and reassure them that the quality of the product is still superior, while building equity in the new brand name, Elevate.
Approach —
A new evocative name calls for a fresh new logo, one that captures the resilience, reliability and quality of the products being sold. The visual system aims to preserve and leverage the previous brand’s most prominent and recognizable asset, the Firestone red, in order to ease customers into our corporate values and unique story.
Aerial views of rooftops inspired the modular visual language and graphic system, which speaks to our brand’s expertise and versatility while appealing to both contractors and architects. These angular qualities are a through-line between all of our graphic devices.
