‘We do quarterly surveys and the number one thing our employees were telling us is that we needed to rebrand,’ says Tusker CEO Matt Zafirovski. ‘They wanted a unified identity… Ultimately what we are building is a national solutions powerhouse that delivers locally.’
ACP CreativIT, No. 134 on the 2025 CRN SP500, is rebranding as Tusker as it mounts a national managed services sales offensive and eyes additional acquisitions.
The rebranding, which includes the launch of a new website, comes with the $280 million solution provider looking to grow the business to $500 million over the next three years, half of that projected growth through acquisitions and half through organic sales growth.
Tusker CEO Matt Zafirovski said the rebranding was in response to the company’s nearly 400 employees looking for a “unified identity” for the five solution providers investor parent The Zaf Group has acquired starting with Arlington Computer Products (ACP) in 2017.
“We do quarterly surveys and the number one thing our employees were telling us is that we needed to rebrand,” said Zafirovski. “They wanted a unified identity. This is a great example of listening to our team. We love our history but we are all part of one company. Ultimately what we are building is a national solutions powerhouse that delivers locally.”
The rebranding is aimed at telling the story of the “collective capabilities and scale” of the company along with the ability to “win locally and be nimbler and faster than the ‘big guys,’” said Zafirovski (pictured above).
The Tusker brand reflects the “quiet strength” and “adaptability” of tusk-based animals such as elephants, said Zafirovski. “Think about the functionality of a tusk it is to help get things done, to help solve problems,” he said. “Our view is a tusker animal reflects who we are: steady, thoughtful, always looking ahead. We love that it’s a different name that is built on strength, strategy and quiet confidence. We are in the business of putting customers first. We felt this name tells that story of how we are there to help guide our customers, solve problems and help them shape the future.”
The rebranding – which is being launched on Jan. 13 – includes a new website and the rebranding of the individual solution provider companies acquired by the Zaf Group except for Camera Corner Connecting Point, which was founded in 1953 and is beloved in the Green Bay, Wisconsin community. Camera Corner Connecting Point will be identified though as a Tusker company.
The other companies being rebranded as Tusker are: Citon Computer Corp. in Duluth, Minn., acquired in 2022; Versatile Communications, Boston, also acquired in 2022; and Mindsight, Chicago, acquired at the end of 2024.
The rebranding comes with Tusker continuing to drive a national sales effort around its advisory services offerings which include cybersecurity, FinOps, UCaaS (Unified Communications as a Service), and end point workplace maturity assessment.
“We have evolved from being a product-centric VAR to being a service and solution provider that is in the business of solving our customers’ problems,” said Zafirovski. “That has led to meaningful growth in professional services, managed services, and cybersecurity services. That is propelling our growth. That is why the time is right to rebrand so we can better tell this story to customers in region and nationally.”
Zafirovski said he sees the rebranding setting up Tusker to make additional acquisitions in 2026. “We’re looking at a number of different acquisition targets now and will continue to build that pipeline,” he said. “Rebranding allows us to be more aggressive and intentional to tell our story to owners and businesses that may be looking to take some chips off the table and want to sell to a company that wants to win and grow! We prioritize the owner’s ideal objectives and outcomes. We are a very seller-friendly acquirer. We are a company that always puts our people first.”
Zafirovski said the rebranding continues Tusker’s position as a “people-first organization” that has responded to team members with a unified identity. “There’s nothing like being part of a winning team together,” he said. “This is all about the spirit, energy and vibe internally that we are all part of the same team which really, really does matter. It also allows us to be that much more focused and intentional about how we go drive our business forward, with how we recruit, how we drive new account acquisition and how we bring our collective capabilities to our customers.”
