diff --git a/.travis.yml b/.travis.yml
index 550269e12..8b14af5cd 100644
--- a/.travis.yml
+++ b/.travis.yml
@@ -1,31 +1,23 @@
 dist: xenial
 language: go
-
 go:
-  - 1.12.x
-
+- 1.12.x
 sudo: required
-
 services:
-  - docker
-
+- docker
 script:
-  - export BRANCH=$(if [ "$TRAVIS_PULL_REQUEST" == "false" ]; then echo $TRAVIS_BRANCH; else echo $TRAVIS_PULL_REQUEST_BRANCH; fi)
-  - echo "TRAVIS_BRANCH=$TRAVIS_BRANCH, PR=$TRAVIS_PULL_REQUEST, BRANCH=$BRANCH"
-  - hack/ci-check.sh
-
-# gcloud sdk is needed to upload docker images, but we want an updated version
-# Do this outside our script so that it's clearly separated in the logs
-before_deploy:
-  - sudo apt-get remove google-cloud-sdk
-  - if [ ! -d ${HOME}/google-cloud-sdk ]; then curl https://sdk.cloud.google.com | bash
-    /dev/stdin --disable-prompts; fi
-  - export PATH=${HOME}/google-cloud-sdk/bin:$PATH && echo "$PATH"
-
+- export BRANCH=$(if [ "$TRAVIS_PULL_REQUEST" == "false" ]; then echo $TRAVIS_BRANCH;
+  else echo $TRAVIS_PULL_REQUEST_BRANCH; fi)
+- echo "TRAVIS_BRANCH=$TRAVIS_BRANCH, PR=$TRAVIS_PULL_REQUEST, BRANCH=$BRANCH"
 deploy:
-  - provider: script
-    skip_cleanup: true
-    script: hack/gcr-push.sh
-    on:
-      repo: vmware-tanzu/velero
-      all_branches: true
+- provider: script
+  skip_cleanup: true
+  script: hack/docker-push.sh
+  on:
+    repo: vmware-tanzu/velero
+    all_branches: true
+env:
+  global:
+  # generated using `travis encrypt`: https://docs.travis-ci.com/user/environment-variables#encrypting-environment-variables
+  - secure: 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
+  - secure: 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
diff --git a/Makefile b/Makefile
index d1e5cc753..aa3a7e5d3 100644
--- a/Makefile
+++ b/Makefile
@@ -21,7 +21,7 @@ BIN ?= velero
 PKG := github.com/vmware-tanzu/velero
 
 # Where to push the docker image.
-REGISTRY ?= gcr.io/heptio-images
+REGISTRY ?= velero
 
 # Which architecture to build - see $(ALL_ARCH) for options.
 # if the 'local' rule is being run, detect the ARCH from 'go env'
diff --git a/hack/docker-push.sh b/hack/docker-push.sh
new file mode 100755
index 000000000..dfcda9b8c
--- /dev/null
+++ b/hack/docker-push.sh
@@ -0,0 +1,83 @@
+#!/bin/bash
+
+# Copyright 2019 the Velero contributors.
+#
+# Licensed under the Apache License, Version 2.0 (the "License");
+# you may not use this file except in compliance with the License.
+# You may obtain a copy of the License at
+#
+#     http://www.apache.org/licenses/LICENSE-2.0
+#
+# Unless required by applicable law or agreed to in writing, software
+# distributed under the License is distributed on an "AS IS" BASIS,
+# WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
+# See the License for the specific language governing permissions and
+# limitations under the License.
+
+# docker-push is invoked by the CI/CD system to deploy docker images to Docker Hub.
+# It will build images for all commits to master and all git tags.
+# The highest, non-prerelease semantic version will also be given the `latest` tag.
+
+set +x
+
+if [[ -z "$TRAVIS" ]]; then
+    echo "This script is intended to be run only on Travis." >&2
+    exit 1
+fi
+
+# Return value is written into HIGHEST
+HIGHEST=""
+function highest_release() {
+    # Loop through the tags since pre-release versions come before the actual versions.
+    # Iterate til we find the first non-pre-release
+
+    # This is not necessarily the most recently made tag; instead, we want it to be the highest semantic version.
+    # The most recent tag could potentially be a lower semantic version, made as a point release for a previous series.
+    # As an example, if v1.3.0 exists and we create v1.2.2, v1.3.0 should still be `latest`.
+    # `git describe --tags $(git rev-list --tags --max-count=1)` would return the most recently made tag.
+
+    for t in $(git tag -l --sort=-v:refname);
+    do
+        # If the tag has alpha, beta or rc in it, it's not "latest"
+        if [[ "$t" == *"beta"* || "$t" == *"alpha"* || "$t" == *"rc"* ]]; then
+            continue
+        fi
+        HIGHEST="$t"
+        break
+    done
+}
+
+if [[ "$BRANCH" == "master" ]]; then
+    VERSION="$BRANCH"
+elif [[ ! -z "$TRAVIS_TAG" ]]; then
+    # Tags aren't fetched by Travis on checkout, and we don't need them for master
+    git fetch --tags
+    # Calculate the latest release if there's a tag.
+    highest_release
+    VERSION="$TRAVIS_TAG"
+else
+    # If we're not on master and we're not building a tag, exit early.
+    exit 0
+fi
+
+
+# Assume we're not tagging `latest` by default, and never on master.
+TAG_LATEST=false
+if [[ "$BRANCH" == "master" ]]; then
+    echo "Building master, not tagging latest."
+elif [[ "$TRAVIS_TAG" == "$HIGHEST" ]]; then
+    TAG_LATEST=true
+fi
+
+# Debugging info
+echo "Highest tag found: $HIGHEST"
+echo "BRANCH: $BRANCH"
+echo "TRAVIS_TAG: $TRAVIS_TAG"
+echo "TAG_LATEST: $TAG_LATEST"
+
+echo "$DOCKER_PASSWORD" | docker login -u "$DOCKER_USERNAME" --password-stdin
+unset GIT_HTTP_USER_AGENT
+
+echo "Building and pushing container images."
+
+VERSION="$VERSION" TAG_LATEST="$TAG_LATEST" make all-containers all-push