I have a similar question, probably looking for the same answer. I
wanted to set up an address for my church's summer services, which I
coordinate and because the church office is closed for the summer. I
e'd my own email address a gmail invitation and then set up a gmail
account "summer.services.at.etc" but the recipient sees my name
instead of "summer etc". I went into settings and made sure that the
relevant setting was changed to read summer.services
"summer.services ..." but the emails still show up in people's inbox
with my name. I don't see any other place to change this.