diff --git a/Dockerfile b/Dockerfile
index f410485..d3c69b8 100644
--- a/Dockerfile
+++ b/Dockerfile
@@ -1,8 +1,10 @@
 FROM quay.io/nordstrom/baseimage-ubuntu:16.04
 
+ARG CURRENT_TAG
+
 COPY kubelogin /kubelogin
-COPY download/windows/kubelogin-cli-windows.zip /download/windows/
-COPY download/linux/kubelogin-cli-linux.tar.gz /download/linux/
-COPY download/mac/kubelogin-cli-darwin.tar.gz /download/mac/
+COPY cli/windows/kubelogin-cli-windows-${CURRENT_TAG}.zip /download/windows/kubelogin-cli-windows.zip
+COPY cli/linux/kubelogin-cli-linux-${CURRENT_TAG}.tar.gz /download/linux/kubelogin-cli-linux.tar.gz
+COPY cli/mac/kubelogin-cli-darwin-${CURRENT_TAG}.tar.gz /download/mac/kubelogin-cli-darwin.tar.gz
 
 ENTRYPOINT /kubelogin
diff --git a/Makefile b/Makefile
index 5f30957..f44bb07 100644
--- a/Makefile
+++ b/Makefile
@@ -1,42 +1,105 @@
-image_tag := v0.0.2
-image_name := quay.io/nordstrom/kubelogin
+GITHUB_REPO_OWNER := Nordstrom
+GITHUB_REPO_NAME := kubelogin
+GITHUB_RELEASE_PRERELASE_BOOLEAN := true
+GITHUB_RELEASES_URL := https://api.github.com/repos/$(GITHUB_REPO_OWNER)/$(GITHUB_REPO_NAME)/releases
+GITHUB_INDIVIDUAL_RELEASE_ASSET_URL := https://uploads.github.com/repos/$(GITHUB_REPO_OWNER)/$(GITHUB_REPO_NAME)/releases
+GITHUB_REPO_HOST_AND_PATH := github.com/$(GITHUB_REPO_OWNER)/$(GITHUB_REPO_NAME)
+IMAGE_NAME := quay.io/nordstrom/kubelogin
+BUILD := build
+CURRENT_TAG := v0.0.3-pre
 
-build build/download/mac build/download/linux build/download/windows:
-	mkdir -p $@
+.PHONY: image/build image/push
+.PHONY: release/tag/local release/tag/push
+.PHONY: release/github/create release/github/update
+.PHONY: clean
+
+image/push: image/build
+	docker push $(IMAGE_NAME):$(CURRENT_TAG)
+
+image/build: $(BUILD)/cli/mac/kubelogin-cli-darwin-$(CURRENT_TAG).tar.gz
+image/build: $(BUILD)/cli/linux/kubelogin-cli-linux-$(CURRENT_TAG).tar.gz
+image/build: $(BUILD)/cli/windows/kubelogin-cli-windows-$(CURRENT_TAG).zip
+image/build: $(BUILD)/Dockerfile $(BUILD)/kubelogin
+	docker build --build-arg CURRENT_TAG=$(CURRENT_TAG) --tag $(IMAGE_NAME):$(CURRENT_TAG) $(<D)
+
+release/tag/local:
+	git tag $(CURRENT_TAG)
+
+release/tag/push:
+	git push --tags
+
+release/github: release/github/create release/assets
+release/github/create: $(BUILD)/github-release-$(CURRENT_TAG)-response-body.json
+release/assets: release/assets/darwin release/assets/linux release/assets/windows
+
+release/assets/darwin: $(BUILD)/cli/mac/kubelogin-cli-darwin-$(CURRENT_TAG).tar.gz $(BUILD)/github-release-$(CURRENT_TAG)-id
+release/assets/linux: $(BUILD)/cli/linux/kubelogin-cli-linux-$(CURRENT_TAG).tar.gz $(BUILD)/github-release-$(CURRENT_TAG)-id
+release/assets/windows: $(BUILD)/cli/windows/kubelogin-cli-windows-$(CURRENT_TAG).zip $(BUILD)/github-release-$(CURRENT_TAG)-id
+release/assets/darwin release/assets/linux release/assets/windows: |
+	@if [ -z "$(GITHUB_USERNAME)" ]; then echo "Please set GITHUB_USERNAME"; exit 1; fi
+	curl -u $(GITHUB_USERNAME) \
+	    --data-binary @"$<" \
+	    -H "Content-Type: application/octet-stream" \
+	    "$(GITHUB_INDIVIDUAL_RELEASE_ASSET_URL)/$$(cat $(BUILD)/github-release-$(CURRENT_TAG)-id)/assets?name=$(<F)"
+
+# find an existing, non-draft GH release or create one for the tag $(CURRENT_TAG)
+$(BUILD)/github-release-$(CURRENT_TAG)-response-body.json: | $(BUILD)
+	curl -s "$(GITHUB_RELEASES_URL)/tags/$(CURRENT_TAG)" > "$@"
+	@if [ -z "$$(cat '$@')" ]; then \
+	    make "$(BUILD)/github-release-$(CURRENT_TAG)-response-body-new.json"; \
+	    mv "$(BUILD)/github-release-$(CURRENT_TAG)-response-body-new.json" "$@"; \
+	fi
+
+$(BUILD)/github-release-$(CURRENT_TAG)-response-body-new.json: $(BUILD)/github-release-$(CURRENT_TAG)-request-body.json
+	@if [ -z "$(GITHUB_USERNAME)" ]; then echo "Please set GITHUB_USERNAME"; exit 1; fi
+	curl -u $(GITHUB_USERNAME) -XPOST -d@"$<" "$(GITHUB_RELEASES_URL)" > "$@"
+
+$(BUILD)/github-release-$(CURRENT_TAG)-id: $(BUILD)/github-release-$(CURRENT_TAG)-response-body.json
+	jq -r '.id' "$<" > "$@"
+
+$(BUILD)/github-release-$(CURRENT_TAG)-request-body.json: Makefile | $(BUILD)
+	jq -n '{ \
+	  tag_name: "$(CURRENT_TAG)", \
+	  target_commitish: "master", \
+	  name: "$(CURRENT_TAG)", \
+	  body: "kubelogin release $(CURRENT_TAG)", \
+	  draft: true, \
+	  prerelease: $(GITHUB_RELEASE_PRERELASE_BOOLEAN) \
+	}' > "$@"
+
+$(BUILD)/cli/mac/kubelogin-cli-darwin-$(CURRENT_TAG).tar.gz: $(BUILD)/cli/mac/kubelogin
+$(BUILD)/cli/linux/kubelogin-cli-linux-$(CURRENT_TAG).tar.gz: $(BUILD)/cli/linux/kubelogin
+$(BUILD)/cli/mac/kubelogin-cli-darwin-$(CURRENT_TAG).tar.gz $(BUILD)/cli/linux/kubelogin-cli-linux-$(CURRENT_TAG).tar.gz:
+	tar -C "$(@D)" -czf $@ "$(<F)"
+
+$(BUILD)/cli/windows/kubelogin-cli-windows-$(CURRENT_TAG).zip: $(BUILD)/cli/windows/kubelogin.exe
+	cd "$(@D)" && zip -r -X "$(@F)" "$(<F)"
+
+$(BUILD)/cli/mac/kubelogin: $(BUILD)/kubelogin-cli-darwin | $(BUILD)/cli/mac
+$(BUILD)/cli/linux/kubelogin: $(BUILD)/kubelogin-cli-linux | $(BUILD)/cli/linux
+$(BUILD)/cli/windows/kubelogin.exe: $(BUILD)/kubelogin-cli-windows | $(BUILD)/cli/windows
+$(BUILD)/cli/mac/kubelogin $(BUILD)/cli/linux/kubelogin $(BUILD)/cli/windows/kubelogin.exe:
+	cp $< $@
 
 # Build your golang app for the target OS
-# GOOS=linux GOARCH=amd64 go build -o $@ -ldflags "-X main.Version=$(image_tag)"
-build/kubelogin : cmd/server/*.go | build
+# GOOS=linux GOARCH=amd64 go build -o $@ -ldflags "-X main.Version=$(CURRENT_TAG)"
+$(BUILD)/kubelogin : cmd/server/*.go | build
 	docker run -it \
-	  -v $(PWD):/go/src/github.com/nordstrom/kubelogin \
+	  -v $(PWD):/go/src/$(GITHUB_REPO_HOST_AND_PATH) \
 	  -v $(PWD)/build:/go/bin \
 	  golang:1.7.4 \
 	    go build -v -o /go/bin/kubelogin \
-	    github.com/nordstrom/kubelogin/cmd/server/
+	      $(GITHUB_REPO_HOST_AND_PATH)/cmd/server/
 
-build/kubelogin-cli-% : cmd/cli/*.go | build
+$(BUILD)/kubelogin-cli-% : cmd/cli/*.go | build
 	docker run -it \
-	  -v $(PWD):/go/src/github.com/nordstrom/kubelogin \
+	  -v $(PWD):/go/src/$(GITHUB_REPO_HOST_AND_PATH) \
 	  -v $(PWD)/build:/go/bin \
 	  -e GOARCH=amd64 \
 	  -e GOOS=$* \
 	  golang:1.9.0 \
-	  go build -v -o /go/bin/kubelogin-cli-$* \
-	    github.com/nordstrom/kubelogin/cmd/cli/ \
-
-build/download/mac/kubelogin: build/kubelogin-cli-darwin | build/download/mac
-build/download/linux/kubelogin: build/kubelogin-cli-linux | build/download/linux
-build/download/windows/kubelogin.exe: build/kubelogin-cli-windows | build/download/windows
-build/download/mac/kubelogin build/download/linux/kubelogin build/download/windows/kubelogin.exe:
-	cp $< $@
-
-build/download/mac/kubelogin-cli-darwin.tar.gz: build/download/mac/kubelogin
-build/download/linux/kubelogin-cli-linux.tar.gz: build/download/linux/kubelogin
-build/download/mac/kubelogin-cli-darwin.tar.gz build/download/linux/kubelogin-cli-linux.tar.gz:
-	tar -C $(@D) -czf $@ kubelogin
-
-build/download/windows/kubelogin-cli-windows.zip: build/download/windows/kubelogin.exe
-	cd build/download/windows && zip -r -X kubelogin-cli-windows.zip kubelogin.exe
+	    go build -v -o /go/bin/kubelogin-cli-$* \
+	      $(GITHUB_REPO_HOST_AND_PATH)/cmd/cli/ \
 
 # Build golang app for local OS
 kubelogin: cmd/server/*.go | build
@@ -49,15 +112,11 @@ kubeloginCLI: cmd/cli/*.go | build
 test_app:
 	go test ./...
 
-build/Dockerfile: Dockerfile | build
-	cp Dockerfile build/Dockerfile
+$(BUILD)/Dockerfile: Dockerfile | build
+	cp Dockerfile $(BUILD)/Dockerfile
 
-.PHONY: build_image push_image deploy teardown clean
-build_image: build/download/linux/kubelogin-cli-linux.tar.gz build/download/windows/kubelogin-cli-windows.zip build/download/mac/kubelogin-cli-darwin.tar.gz build/kubelogin build/Dockerfile
-	docker build -t $(image_name):$(image_tag) build
-
-push_image: build_image
-	docker push $(image_name):$(image_tag)
+build $(BUILD)/cli/mac $(BUILD)/cli/linux $(BUILD)/cli/windows:
+	mkdir -p $@
 
 clean:
 	rm -rf build