diff --git a/src/applications/base/controller/PhabricatorController.php b/src/applications/base/controller/PhabricatorController.php
index e103b87d43..45ba5dc069 100644
--- a/src/applications/base/controller/PhabricatorController.php
+++ b/src/applications/base/controller/PhabricatorController.php
@@ -148,9 +148,9 @@ abstract class PhabricatorController extends AphrontController {
     $page = $this->buildStandardPageView();
 
     $application = $this->getCurrentApplication();
+    $page->setTitle(idx($options, 'title'));
     if ($application) {
       $page->setApplicationName($application->getName());
-      $page->setTitle(idx($options, 'title'));
       if ($application->getTitleGlyph()) {
         $page->setGlyph($application->getTitleGlyph());
       }
diff --git a/src/applications/directory/controller/PhabricatorDirectoryMainController.php b/src/applications/directory/controller/PhabricatorDirectoryMainController.php
index 52c347f56c..63f70ccc0b 100644
--- a/src/applications/directory/controller/PhabricatorDirectoryMainController.php
+++ b/src/applications/directory/controller/PhabricatorDirectoryMainController.php
@@ -65,10 +65,14 @@ final class PhabricatorDirectoryMainController
     $nav->appendChild($content);
     $nav->appendChild(new PhabricatorGlobalUploadTargetView());
 
+    $title = PhabricatorEnv::getEnvConfig('phabricator.serious-business') ?
+      'Phabricator' :
+      pht('Bacon Ice Cream for Breakfast');
+
     return $this->buildApplicationPage(
       $nav,
       array(
-        'title' => 'Phabricator',
+        'title' => $title,
         'device' => true,
       ));
   }