Modify default plugin "profile"

Hi everybody, I'm new in Elgg and I would like to make a deep customization of it. Do anybody know if is it possible to change the default field of profile plugin (talking about registration)

For example, I would like to change the first field: display name -> company name

You think is it possible?I tried to take a look at plugin profile files but I didn't find out anything.

Thank you guys!