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It's possible to customize the application name, welcome message and about message can also be customized. This is done by adjusting the Guice bindings (part of Isis' bootstrapping) in your custom subclass of IsisWicketApplication:

public class MyAppApplication extends IsisWicketApplication {
    @Override
    protected Module newIsisWicketModule() {
        final Module isisDefaults = super.newIsisWicketModule();
        final Module myAppOverrides = new AbstractModule() {
            @Override
            protected void configure() {
                ...
                bind(String.class)
                    .annotatedWith(Names.named("applicationName"))
                     .toInstance("My Wonderful App");
                bind(String.class)
                    .annotatedWith(Names.named("welcomeMessage"))
                    .toInstance(readLines("welcome.html"));
                bind(String.class)
                    .annotatedWith(Names.named("aboutMessage"))
                    .toInstance("My Wonderful App v1.0");
                ...
            }
        };

        return Modules.override(isisDefaults).with(myAppOverrides);
    }
}

Here the welcome.html file is resolved relative to src/main/webapp.