diff --git a/src/main/java/jenkins/branch/MultiBranchProject.java b/src/main/java/jenkins/branch/MultiBranchProject.java
index c01c9086..a8f2b4ec 100644
--- a/src/main/java/jenkins/branch/MultiBranchProject.java
+++ b/src/main/java/jenkins/branch/MultiBranchProject.java
@@ -2137,8 +2137,9 @@ private String getProjectDisplayName(@NonNull P project, @NonNull String rawName
                     .orElse(null);
             }
 
+            // Default to displaying the project's display name if a trait hasn't been provided
             if (naming == null) {
-                return rawName;
+                naming = MultiBranchProjectDisplayNamingStrategy.OBJECT_DISPLAY_NAME;
             }
 
             final ObjectMetadataAction action = naming.needsObjectDisplayName()