diff --git a/.travis.yml b/.travis.yml
index dd48012e..b41192f4 100644
--- a/.travis.yml
+++ b/.travis.yml
@@ -5,38 +5,22 @@ language: go
 go:
   - 1.7.x
 
+branches:
+  only: 
+    - master
+    - v0.*
+
 env:
   global:
-    - IMG_FQDN=quay.io
     - REPO=cloudnativelabs/kube-router
     - REPO_PATH=$HOME/gopath/src/github.com/$REPO
+    - GIT_BRANCH=$TRAVIS_BRANCH
+    - IMG_FQDN=quay.io
 
 script:
-  - make all
-
-after_success:
   # All successfully built commits get an image placed in the kube-router-git
   # image repo and tagged with the commit hash.
-  - make push
-
-deploy:
-  # Images from Pull Requests get tagged with the PR number.
-  - provider: script
-    on:
-      condition: $TRAVIS_PULL_REQUEST != "false"
-    skip_cleanup: true
-    script:
-      - make push IMG_PREFIX=PR$TRAVIS_PULL_REQUEST-
-
-  # Images from tagged commits get released.
-  - provider: script
-    on:
-      tags: true
-      # condition: $TRAVIS_PULL_REQUEST == "false"
-    skip_cleanup: true
-    script:
-      - unset IMG_FQDN # Use DockerHub for releases
-      - make release
+  - build/travis-deploy.sh
 
 # This fixes issues when a contributor uses their own Travis CI account to test
 # code/CI changes.
diff --git a/Makefile b/Makefile
index 2d6c0e56..62913797 100644
--- a/Makefile
+++ b/Makefile
@@ -2,8 +2,9 @@ NAME?=kube-router
 DEV_SUFFIX?=-git
 LOCAL_PACKAGES?=app app/controllers app/options app/watchers
 IMG_NAMESPACE?=cloudnativelabs
-IMG_TAG?=$(shell git describe --tags --dirty)
-GIT_BRANCH=$(shell git rev-parse --abbrev-ref HEAD)
+GIT_COMMIT=$(shell git describe --tags --dirty)
+IMG_TAG?=$(if $(IMG_TAG_PREFIX),$(IMG_TAG_PREFIX)-)
+# GIT_BRANCH?=$(shell git rev-parse --abbrev-ref HEAD)
 RELEASE_TAG?=$(shell build/get-git-tag.sh)
 REGISTRY?=$(if $(IMG_FQDN),$(IMG_FQDN)/$(IMG_NAMESPACE)/$(NAME),$(IMG_NAMESPACE)/$(NAME))
 REGISTRY_DEV?=$(REGISTRY)$(DEV_SUFFIX)
@@ -16,7 +17,9 @@ UPSTREAM_IMPORT_PATH=$(GOPATH)/src/github.com/cloudnativelabs/kube-router/
 all: test kube-router container ## Default target. Runs tests, builds binaries and images.
 
 kube-router: $(shell find . -name \*.go) ## Builds kube-router.
+	@echo Starting kube-router binary build.
 	CGO_ENABLED=0 go build -o kube-router kube-router.go
+	@echo Finished kube-router binary build.
 
 test: gofmt ## Runs code quality pipelines (gofmt, tests, coverage, lint, etc)
 
@@ -24,33 +27,47 @@ run: kube-router ## Runs "kube-router --help".
 	./kube-router --help
 
 container: kube-router ## Builds a Docker container image.
-	$(DOCKER) build -t "$(REGISTRY_DEV):$(IMG_PREFIX)$(IMG_TAG)" .
+	@echo Starting kube-router container image build.
+	$(DOCKER) build -t "$(REGISTRY_DEV):$(IMG_TAG)" .
+	@echo Finished kube-router container image build.
 
-docker-login:
-	@if [ -z "$(NO_DOCKER_LOGIN)" ]; then \
+docker-login: ## Logs into a docker registry using {DOCKER,QUAY}_{USERNAME,PASSWORD} variables.
+	@echo Starting docker login target.
+	@if [ -n "$(DOCKER_USERNAME)" ] && [ -n "$(DOCKER_PASSWORD)" ]; then \
+	    echo Starting DockerHub registry login.; \
 	    $(DOCKER) login -u="$(value DOCKER_USERNAME)" -p="$(value DOCKER_PASSWORD)"; \
+	    echo Finished DockerHub registry login.; \
 	fi
 
-	@if [ -z "$(NO_QUAY_LOGIN)" ]; then \
+	@if [ -n "$(QUAY_USERNAME)" ] && [ -n "$(QUAY_PASSWORD)" ]; then \
+	    echo Starting quay.io registry login.; \
 	    $(DOCKER) login -u="$(value QUAY_USERNAME)" -p="$(value QUAY_PASSWORD)" quay.io; \
+	    echo Finished quay.io registry login.; \
 	fi
+	@echo Finished docker login target.
 
 push: container docker-login ## Pushes a Docker container image to a registry.
-	$(DOCKER) tag "$(REGISTRY_DEV):$(IMG_TAG)" "$(REGISTRY_DEV):$(GIT_BRANCH)-latest"
+	@echo Starting kube-router container image push.
 	$(DOCKER) push "$(REGISTRY_DEV)"
+	@echo Finished kube-router container image push.
 
 push-release: push
+	@echo Starting kube-router release container image push.
 	@test -n "$(RELEASE_TAG)"
 	$(DOCKER) tag "$(REGISTRY_DEV):$(IMG_TAG)" "$(REGISTRY):$(RELEASE_TAG)"
 	$(DOCKER) tag "$(REGISTRY):$(RELEASE_TAG)" "$(REGISTRY):latest"
 	$(DOCKER) push "$(REGISTRY)"
+	@echo Finished kube-router release container image push.
 
 github-release: kube-router
+	@echo Starting kube-router GitHub release creation.
 	@[ -n "$(value GITHUB_TOKEN)" ] && \
 	  GITHUB_TOKEN=$(value GITHUB_TOKEN); \
 	  curl -sL https://git.io/goreleaser | bash
+	@echo Finished kube-router GitHub release creation.
 
 release: push-release github-release ## Pushes a release to DockerHub and GitHub
+	@echo Finished kube-router release target.
 
 clean: ## Removes the kube-router binary and Docker images
 	rm -f kube-router
diff --git a/build/travis-deploy.sh b/build/travis-deploy.sh
new file mode 100755
index 00000000..bf04f69f
--- /dev/null
+++ b/build/travis-deploy.sh
@@ -0,0 +1,22 @@
+#!/usr/bin/env bash
+set -o errexit
+set -o pipefail
+
+# Pull Request image tag format: PR00-PRUSER
+if [ "${TRAVIS_EVENT_TYPE}" = "pull_request" ]; then
+    PR_USER=$(echo "$TRAVIS_PULL_REQUEST_SLUG" | sed -e 's/\/.*//')
+    echo "Building/pushing PR$TRAVIS_PULL_REQUEST from $PR_USER"
+    make push IMG_TAG="PR$TRAVIS_PULL_REQUEST-$PR_USER"
+    exit 0
+fi
+
+# Release image tag format: v0.0.0 and latest
+if [ -n "$TRAVIS_TAG" ]; then
+    echo "Running Release build on Travis"
+    make release RELEASE_TAG="$TRAVIS_TAG"
+    exit 0
+fi
+
+# Push image tag format: COMMIT
+echo "Running push build on Travis"
+make push
diff --git a/build/verify-gofmt.sh b/build/verify-gofmt.sh
index bddc3246..05437b84 100755
--- a/build/verify-gofmt.sh
+++ b/build/verify-gofmt.sh
@@ -1,5 +1,4 @@
 #!/usr/bin/env bash
-
 set -o errexit
 set -o nounset
 set -o pipefail
@@ -22,4 +21,6 @@ if [[ -n "${bad_files}" ]]; then
   echo "or"
   echo "Run \"${GOFMT} -w\" on each file."
   exit 1
+else
+  echo 'Everything is gofmt approved!'
 fi