Change name and Application icon when starting via Automator
You could make a copy of the application bundle:

cp -r /Applications/{Emacs,gnus}.app
defaults write /Applications/gnus.app/Contents/Info.plist CFBundleExecutable gnus
defaults write /Applications/gnus.app/Contents/Info.plist CFBundleIdentifier my.gnus
echo $'#!/bin/bash\n/Applications/gnus.app/Contents/MacOS/Emacs --name Mail --title Mail --no-desktop --no-splash --funcall gnus' &gt; /Applications/gnus.app/Contents/MacOS/gnus
chmod +x /Applications/gnus.app/Contents/MacOS/gnus


I changed the bundle identifier because spaces assignments are per bundle identifier. It also makes the application have a different preferences file.

I don't know how to change the application name.