The fast-growing Greythorn family of recruitment companies is rebranding this week as the FiveTen Group.

In a related move, this week also sees the global rebranding and integration of the group's financial recruitment subsidiaries Marks Sattin and WH Recruitment as WH Marks Sattin.

The group rebranding will achieve several goals, chief executive Graham Palfery-Smith and global commercial director Jonathan Warnock told Recruiter in an exclusive interview on the eve of the announcement. The new name will create "greater market clarity" in setting apart the group of companies from its subsidiary Greythorn IT recruitment business.

The new brand name, as well as new branding materials, will also "endorse but not suffocate" the increasing number of well-respected individual recruitment brands joining the group fold, Warnock said. Subsidiaries currently include the joined-up WH Marks Sattin, marketing and advertising recruiter EMR, HR specialist Ortus, legal specialist Laurence Simons, and Greythorn IT.

Palfery-Smith and Warnock also believe that the new group identity will create a greater sense of "group belonging" among its widespread global staff, which operates out of 26 offices. "This new identity will encourage people to share best practice and information; it will be an emblem of that ambition," Warnock said.

The name FiveTen Group was among "thousands of entries" submitted by the group's staff around the world. Submitted by Sydney-based manager Beth Osmont, FiveTen refers to the surface area of the earth, measuring 510m sq km — which in turn is a reference to the group's "global reach", said Palfery-Smith.

The new group tag line is "global talent", referring to both FiveTen's internal staff and the candidates.

A brand audit was conducted of each subsidiary. The audits revealed a "mismatch" between individual brands and the original group corporate identity. The latter lacked the vibrancy, crispness and the agility of the individual brands, Warnock said.