How to de-brand Ubuntu?

I am working on an Ubuntu Mod, and I would like to change the name/splash screen/login screen/etc in order to make it a more customized environment. I've been able to change all of the names shown via the terminal, but no luck as of yet using gconftool-2 to change anything else. Am I missing something?

This is what I have so far - https://github.com/seanmrice/6buntu-Mod


Have a look at Reconstructor. The hosted version is paid, but a standalone desktop version is available too that allows you to customise distributions. Might be an easier way of changing branding.