diff --git a/Jenkinsfile b/Jenkinsfile
index 6c972975c..01cdd37b2 100644
--- a/Jenkinsfile
+++ b/Jenkinsfile
@@ -49,6 +49,7 @@ try {
             }
 
             stage('Cleanup') {
+                sh 'make clean'
                 sh 'make prune PRUNE_KEEP_CACHED=48 PRUNE_KEEP_ORPHANS=48'
                 deleteDir()
             }
@@ -59,7 +60,7 @@ catch (Exception e) {
     echo 'Failure encountered'
 
     node("ec2-stateful") {
-        echo 'Cleaning up workspace'
+        sh 'make clean'
         sh 'make prune PRUNE_KEEP_CACHED=48 PRUNE_KEEP_ORPHANS=48'
         deleteDir()
     }
diff --git a/Makefile b/Makefile
index dcb5c0ff6..58c9f7b1f 100644
--- a/Makefile
+++ b/Makefile
@@ -161,6 +161,8 @@ vendor: go.vendor
 
 clean: go.clean
 	@rm -fr $(WORKDIR) $(RELEASE_DIR) $(BIN_DIR)
+	@$(MAKE) release.cleanup
+	@$(MAKE) -C images clean
 
 distclean: go.distclean clean
 	@rm -fr $(DOWNLOADDIR)
@@ -173,17 +175,18 @@ cross.build.platform.%:
 
 cross.parallel: $(foreach p,$(PLATFORMS), cross.build.platform.$(p))
 
-cross:
+build.all:
 	@$(MAKE) go.init
 	@$(MAKE) go.validate
 	@$(MAKE) cross.parallel
 
-release: cross
-	@$(MAKE) -C images cross
+release: build.all
+	@$(MAKE) -C images build.all
+	@$(MAKE) release.build
 
 publish:
 ifneq ($(filter master alpha beta stable, $(CHANNEL)),)
-	@$(MAKE) -C images push
+	@$(MAKE) release.publish
 else
 	@echo skipping publish. invalid channel "$(CHANNEL)"
 endif
@@ -199,7 +202,7 @@ prune:
 	@$(MAKE) -C images prune
 
 .PHONY: build.common cross.build cross.parallel
-.PHONY: dev build install test check vet fmt vendor clean distclean cross images release publish promote prune
+.PHONY: dev build build.all install test check vet fmt vendor clean distclean release publish promote prune
 
 # ====================================================================================
 # Help
@@ -210,13 +213,12 @@ help:
 	@echo ''
 	@echo 'Targets:'
 	@echo '    build       Build source code for host platform.'
-	@echo '    cross       Build source code for all platforms.'
+	@echo '    build.all   Build source code for all platforms.'
 	@echo '                Best done in the cross-build container'
 	@echo '                due to cross compiler dependencies.'
 	@echo '    check       Runs unit tests.'
 	@echo '    clean       Remove all files that are created '
 	@echo '                by building.'
-	@echo '    images      Builds container images for host platform.'
 	@echo '    distclean   Remove all files that are created '
 	@echo '                by building or configuring.'
 	@echo '    fmt         Check formatting of go sources.'
diff --git a/build/common.sh b/build/common.sh
index 69937930c..9f8153914 100644
--- a/build/common.sh
+++ b/build/common.sh
@@ -20,7 +20,7 @@ host=$(hostname)
 rootdir=$( cd "$( dirname "${BASH_SOURCE[0]}" )/.." && pwd -P)
 host_hash=`echo ${host}-${rootdir} | sha256sum | cut -c1-8`
 build_registry=build-${host_hash}
-container_image=${build_registry}/cross-build
+container_image=${build_registry}/cross-build-amd64
 container_volume=cross-build-volume
 rsync_port=10873
 
diff --git a/build/makelib/release.mk b/build/makelib/release.mk
index 14063a2da..7f1420771 100644
--- a/build/makelib/release.mk
+++ b/build/makelib/release.mk
@@ -52,7 +52,7 @@ GITHUB_USER ?= rook
 GITHUB_REPO ?= rook
 
 # Optional. Docker registry to publish to
-RELEASE_REGISTRY ?= quay.io
+RELEASE_REGISTRY ?= quay.io/rook
 
 # Optional. S3 bucket to publish artifacts to
 AWS_DEFAULT_REGION ?= us-east-1
diff --git a/build/release/containers.sh b/build/release/containers.sh
index 2d88da7b8..a562c32b8 100755
--- a/build/release/containers.sh
+++ b/build/release/containers.sh
@@ -3,7 +3,18 @@
 scriptdir="$( cd "$( dirname "${BASH_SOURCE[0]}" )" && pwd )"
 source ${scriptdir}/common.sh
 
-registry=${RELEASE_REGISTRY}/
+build_registry=${BUILD_REGISTRY}
+registry=${RELEASE_REGISTRY}
+
+get_build_image_name() {
+    local os=$1
+    local arch=$2
+    local repo=$3
+
+    local image=${repo}-${arch}:latest
+
+    echo ${build_registry}/${image}
+}
 
 get_image_name() {
     local os=$1
@@ -11,12 +22,22 @@ get_image_name() {
     local repo=$3
     local version=$4
 
-    local tag=${repo}-${arch}:${version}
+    local image=${repo}-${arch}:${version}
     if [[ ${arch} == "amd64" ]]; then
-        tag=${repo}:${version}
+        image=${repo}:${version}
     fi
 
-    echo ${tag}
+    echo ${registry}/${image}
+}
+
+build_image() {
+    local os=$1
+    local arch=$2
+    local repo=$3
+
+    local build_image=$(get_build_image_name $os $arch $repo)
+    local image=$(get_image_name $os $arch $repo ${RELEASE_VERSION})
+    docker tag ${build_image} ${image}
 }
 
 build() {
@@ -25,22 +46,22 @@ build() {
 
     [[ ${os} == "linux" ]] || return 0
 
-    make -C ${scriptdir}/../../images cross PLATFORMS=${arch} VERSION=${RELEASE_VERSION}
+    build_image $os $arch rookd
 }
 
-publish_artifact() {
+publish_image() {
     local os=$1
     local arch=$2
     local repo=$3
 
-    local name=${registry}$(get_image_name $os $arch $repo ${RELEASE_VERSION})
+    local name=$(get_image_name $os $arch $repo ${RELEASE_VERSION})
 
     echo pushing docker container ${name}
     docker push ${name}
 
     # we will always tag master builds as latest. i.e. auto-promote master
     if [[ "${RELEASE_CHANNEL}" == "master" ]]; then
-        local dst=${registry}$(get_image_name $os $arch $repo master-latest)
+        local dst=$(get_image_name $os $arch $repo master-latest)
         echo pushing docker container ${dst}
         docker tag ${name} ${dst}
         docker push ${dst}
@@ -53,22 +74,21 @@ publish() {
 
     [[ ${os} == "linux" ]] || return 0
 
-    publish_artifact $os $arch rook/rookd 
-    publish_artifact $os $arch rook/rook
-
-    # TODO: publish the toolbox for arm
-    [[ ${arch} == "amd64" ]] || return 0
-    publish_artifact $os $arch rook/toolbox
+    publish_image $os $arch rookd
+# disabled for now
+#    publish_image $os $arch rook
+#    [[ ${arch} == "amd64" ]] || return 0
+#    publish_image $os $arch toolbox
 }
 
-promote_artifact() {
+promote_image() {
     local os=$1
     local arch=$2
     local repo=$3
 
-    local src=${registry}$(get_image_name $os $arch $repo ${RELEASE_VERSION})
-    local dst1=${registry}$(get_image_name $os $arch $repo ${RELEASE_CHANNEL}-latest)
-    local dst2=${registry}$(get_image_name $os $arch $repo ${RELEASE_CHANNEL}-${RELEASE_VERSION})
+    local src=$(get_image_name $os $arch $repo ${RELEASE_VERSION})
+    local dst1=$(get_image_name $os $arch $repo ${RELEASE_CHANNEL}-latest)
+    local dst2=$(get_image_name $os $arch $repo ${RELEASE_CHANNEL}-${RELEASE_VERSION})
 
     echo promoting container ${src} to ${dst1} and ${dst2}
     docker pull ${src}
@@ -84,12 +104,12 @@ promote() {
 
     [[ ${os} == "linux" ]] || return 0
 
-    promote_artifact $os $arch rook/rookd
-    promote_artifact $os $arch rook/rook
-    promote_artifact $os $arch rook/toolbox
+    promote_image $os $arch rookd
+#    promote_image $os $arch rook
+#    promote_image $os $arch toolbox
 }
 
-cleanup_artifact() {
+cleanup_image() {
     local os=$1
     local arch=$2
     local repo=$3
@@ -100,7 +120,7 @@ cleanup_artifact() {
         ${RELEASE_CHANNEL}-latest \
         ${RELEASE_CHANNEL}-${RELEASE_VERSION} \
         ; do
-        img=${registry}$(get_image_name $os $arch $repo ${t})
+        img=$(get_image_name $os $arch $repo ${t})
         if [[ -n "$(docker images -q ${img} 2> /dev/null)" ]]; then
             echo removing docker image ${img}
             docker rmi ${img} || true
@@ -113,9 +133,9 @@ cleanup() {
     local arch=$2
 
     [[ ${os} == "linux" ]] || return 0
-    cleanup_artifact $os $arch rook/rookd
-    cleanup_artifact $os $arch rook/rook
-    cleanup_artifact $os $arch rook/toolbox
+    cleanup_image $os $arch rookd
+#    cleanup_image $os $arch rook
+#    cleanup_image $os $arch toolbox
 }
 
 action=$1
diff --git a/build/run b/build/run
index 9d6ad05c3..01c7a1e94 100755
--- a/build/run
+++ b/build/run
@@ -27,7 +27,7 @@ fi
 # build the the container if we've not done so already
 if [[ -z "$(docker images -q ${container_image})" ]]; then
     echo ==== building the cross-build container \(this could take minutes the first time\)
-    make_cmd="make --no-print-directory -C ${scriptdir}/../images cross-build PULL=0"
+    make_cmd="make --no-print-directory -C ${scriptdir}/../images cross-build.amd64 PULL=0"
     make_output=$($make_cmd 2>&1) || {
         cat <<EOF >&2
 === cross build image failed for ${container_image}
diff --git a/images/Makefile b/images/Makefile
index 236ac75cb..d977fc87b 100644
--- a/images/Makefile
+++ b/images/Makefile
@@ -12,40 +12,36 @@
 # See the License for the specific language governing permissions and
 # limitations under the License.
 
-.PHONY: all build push clean
-all: build
-
 include image.mk
 
 PLATFORMS ?= amd64 arm arm64
+PLATFORM_IMAGES ?= rookd
+HOST_IMAGES ?= cross-build
 
-.PHONY: cross-build
-cross-build:
-	@$(MAKE) -C base GOARCH=amd64
-	@$(MAKE) -C cross-build-gnu
-	@$(MAKE) -C cross-build-go
-	@$(MAKE) -C cross-build
+# ====================================================================================
+# Image Builds
 
-build.%:
-	@$(MAKE) -C base build GOARCH=$*
-	@$(MAKE) -C rookd build GOARCH=$*
+base.%:
+	@$(MAKE) -C base GOARCH=$*
 
-build:
-	@$(MAKE) -C base GOARCH=amd64
-	@$(MAKE) -C cross-build-gnu
-	@$(MAKE) build.$(GOARCH)
+cross-build-gnu.%: base.%
+	@$(MAKE) -C cross-build-gnu GOARCH=$*
 
-push.%:
-	@$(MAKE) -C rookd push GOARCH=$*
-push: $(foreach p,$(PLATFORMS), push.$(p))
+cross-build-go.%: cross-build-gnu.%
+	@$(MAKE) -C cross-build-go GOARCH=$*
 
-clean: clean.build
+cross-build.%: cross-build-go.%
+	@$(MAKE) -C cross-build GOARCH=$*
 
-cross.all: $(foreach p,$(PLATFORMS), build.$(p))
-cross:
-	@$(MAKE) -C base GOARCH=amd64
-	@$(MAKE) -C cross-build-gnu
-	@$(MAKE) cross.all
+ceph-build.%: cross-build-gnu.$(GOHOSTARCH)
+	@$(MAKE) -C ceph-build GOARCH=$*
+
+rookd.%: ceph-build.% base.%
+	@$(MAKE) -C rookd GOARCH=$*
+
+build.all: $(foreach p,$(PLATFORMS), $(foreach i,$(PLATFORM_IMAGES), $(i).$(p))) $(foreach i,$(HOST_IMAGES), $(i).$(GOHOSTARCH))
+
+build.images: $(foreach i,$(PLATFORM_IMAGES) $(HOST_IMAGES), $(i).$(GOHOSTARCH))
 
 # ====================================================================================
 # Help
@@ -56,9 +52,9 @@ help:
 	@echo ''
 	@echo 'Targets:'
 	@echo '    build        Build images for the host platform.'
+	@echo '    build.all    Build images for all platforms.'
 	@echo '    clean        Remove all images created from the'
 	@echo '                 current build.'
-	@echo '    cross        Build images for all platforms.'
 	@echo '    prune        Prunes orphaned and cached images at the.'
 	@echo '                 host level.'
 	@echo '    push         Pushes public images to registry.'
diff --git a/images/base/Dockerfile.rootfs-build b/images/base/Dockerfile.rootfs-builder
similarity index 100%
rename from images/base/Dockerfile.rootfs-build
rename to images/base/Dockerfile.rootfs-builder
diff --git a/images/base/Makefile b/images/base/Makefile
index 31e626aa3..182849b0e 100755
--- a/images/base/Makefile
+++ b/images/base/Makefile
@@ -12,54 +12,44 @@
 # See the License for the specific language governing permissions and
 # limitations under the License.
 
-.PHONY: all build clean
-all: build
-
 include ../image.mk
 
-# ====================================================================================
-# Build Options
+# the final base image
+IMAGE = $(BUILD_REGISTRY)/base-$(GOARCH)
 
-REPO ?= base
-IMAGE = $(BUILD_REGISTRY)/$(REPO)-$(GOARCH)
+# the full OS image from which we generate a smaller rootfs
+ROOTFS_BUILDER_IMAGE := $(BUILD_REGISTRY)/rootfs-builder-$(GOARCH)
 
-# ====================================================================================
-# Build rootfs
+# the smaller rootfs that will be cached in docker as an image. we use
+# the image id of the builder in the image name to chain them, and ensure
+# that when the rootfs builder images that this one is invalidated.
+ROOTFS_IMAGE := $(BUILD_REGISTRY)/rootfs-$(GOARCH)-$$(docker images -q $(ROOTFS_BUILDER_IMAGE))
 
-ROOTFS_BUILD_IMAGE := $(BUILD_REGISTRY)/rootfs-build-$(GOARCH)
-ROOTFS_IMAGE := $(HOST_REGISTRY)/rootfs-$(GOARCH):$$(docker images -q $(ROOTFS_BUILD_IMAGE))
-ROOTFS_FILENAME = rootfs.tar
+IMAGES = $(IMAGE) $(ROOTFS_BUILDER_IMAGE) $(ROOTFS_IMAGE)
+CACHE_IMAGES = $(IMAGES)
 
 TEMP := $(shell mktemp -d)
-CLEAN_IMAGES += $(IMAGE) $(ROOTFS_BUILD_IMAGE)
-
-# NOTE: we check if docker build actually built anything (due to changes)
-# by comparing the image id before and after calling docker build. If there
-# were changes then we proceed with extracting the rootfs and creating the
-# final image. This prevents uncessary builds of containers that use this base image.
 
 rootfs-build:
-	@echo === docker build $(ROOTFS_BUILD_IMAGE)
-	@cp Dockerfile.rootfs-build $(TEMP)/Dockerfile
+	@echo === docker build $(ROOTFS_BUILDER_IMAGE)
+	@cp Dockerfile.rootfs-builder $(TEMP)/Dockerfile
 	@cd $(TEMP) && $(SED_CMD) 's|BASEIMAGE|$(OSBASEIMAGE)|g' Dockerfile
-	@docker build $(BUILD_BASE_ARGS) -t $(ROOTFS_BUILD_IMAGE) $(TEMP)
-	@[ -n "$$(docker images -q $(ROOTFS_IMAGE))" ] || $(MAKE) rootfs
+	@docker build $(BUILD_BASE_ARGS) -t $(ROOTFS_BUILDER_IMAGE) $(TEMP)
+#	lookup the rootfs image from the cache or make it if its not there
+	@$(MAKE) cache.lookup LOOKUP_IMAGE=$(ROOTFS_IMAGE) MISS_TARGET=rootfs
 
 rootfs:
 	@echo === docker build $(ROOTFS_IMAGE)
-	@CID=`docker create $(ROOTFS_BUILD_IMAGE) /bin/bash` &&\
-	  docker export $$CID > $(TEMP)/$(ROOTFS_FILENAME) &&\
+	@CID=`docker create $(ROOTFS_BUILDER_IMAGE) /bin/bash` &&\
+	  docker export $$CID > $(TEMP)/rootfs.tar &&\
 	  docker rm -f $$CID
-
 	@cp Dockerfile.rootfs $(TEMP)/Dockerfile
 	@docker build $(BUILD_ARGS) -t $(ROOTFS_IMAGE) $(TEMP)
 	@rm -fr $(TEMP)
 
-build: rootfs-build
+build.images: rootfs-build
 	@echo === docker build $(IMAGE)
 	@cp Dockerfile $(TEMP)
 	@cd $(TEMP) && $(SED_CMD) "s|BASEIMAGE|$(ROOTFS_IMAGE)|g" Dockerfile
 	@docker build $(BUILD_ARGS) -t $(IMAGE) $(TEMP)
 	@rm -fr $(TEMP)
-
-clean: clean.images
\ No newline at end of file
diff --git a/images/ceph-build/Makefile b/images/ceph-build/Makefile
index 3f93ab9ad..3f4de77aa 100644
--- a/images/ceph-build/Makefile
+++ b/images/ceph-build/Makefile
@@ -12,17 +12,10 @@
 # See the License for the specific language governing permissions and
 # limitations under the License.
 
-.PHONY: all build push
-all: build
-
 include ../image.mk
 
-# ====================================================================================
-# Options
-
-# the git repo to build from
+# the git repo and branch to build from
 CEPH_GIT_REPO ?= https://github.com/rook/ceph
-
 CEPH_GIT_BRANCH ?= rook-luminous
 
 # the git commit hash to build
@@ -40,23 +33,29 @@ $(error unsupported memory allocator $(CEPH_ALLOCATOR))
 endif
 
 CEPH_CONFIG ?= $(GOARCH)-$(CEPH_ALLOCATOR)-$(CEPH_BUILD_TYPE)
-BASEIMAGE := $(BUILD_REGISTRY)/cross-build-gnu
-CEPH_BUILD_IMAGE := $(BUILD_REGISTRY)/ceph-build-$(CEPH_CONFIG)
-CEPH_IMAGE := $(HOST_REGISTRY)/ceph-$(CEPH_CONFIG):$$(docker images -q $(CEPH_BUILD_IMAGE))
-CLEAN_IMAGES = $(CEPH_BUILD_IMAGE)
 
 CEPH_TARBALL = ceph-install.tar
 
-TEMP := $(shell mktemp -d)
 CCACHE_DIR_HOST ?= $(HOME)/.ccache
 
+CEPH_BUILDER_IMAGE := $(BUILD_REGISTRY)/ceph-builder-$(CEPH_CONFIG)
+CEPH_BUILDER_BASEIMAGE := $(BUILD_REGISTRY)/cross-build-gnu-$(GOHOSTARCH)
+
+CEPH_IMAGE := $(BUILD_REGISTRY)/ceph-$(CEPH_CONFIG)-$$(docker images -q $(CEPH_BUILDER_IMAGE))
+
+IMAGES = $(CEPH_BUILDER_IMAGE) $(CEPH_IMAGE)
+CACHE_IMAGES = $(IMAGES)
+
+
+TEMP := $(shell mktemp -d)
+
 # ====================================================================================
 # Targets
 
-build:
-	@echo === docker build $(CEPH_BUILD_IMAGE)
+build.images:
+	@echo === docker build $(CEPH_BUILDER_IMAGE)
 	@cp -a . $(TEMP)
-	@cd $(TEMP) && $(SED_CMD) 's|BASEIMAGE|$(BASEIMAGE)|g' Dockerfile
+	@cd $(TEMP) && $(SED_CMD) 's|BASEIMAGE|$(CEPH_BUILDER_BASEIMAGE)|g' Dockerfile
 	@docker build $(BUILD_ARGS) \
 		--build-arg ARCH=$(DEBIAN_ARCH) \
 		--build-arg CEPH_GIT_COMMIT=$(CEPH_GIT_COMMIT) \
@@ -65,17 +64,18 @@ build:
 		--build-arg CEPH_ALLOCATOR=$(CEPH_ALLOCATOR) \
 		--build-arg CEPH_BUILD_TYPE=$(CEPH_BUILD_TYPE) \
 		--build-arg CROSS_TRIPLE=$(CROSS_TRIPLE) \
-		-t $(CEPH_BUILD_IMAGE) \
+		-t $(CEPH_BUILDER_IMAGE) \
 		$(TEMP)
-	@[ -n "$$(docker images -q $(CEPH_IMAGE))" ] || $(MAKE) ceph
+#	lookup the rootfs image from the cache or make it if its not there
+	@$(MAKE) cache.lookup LOOKUP_IMAGE=$(CEPH_IMAGE) MISS_TARGET=ceph
 
 ceph:
-	@echo === building ceph from $(CEPH_BUILD_IMAGE)
+	@echo === building ceph from $(CEPH_BUILDER_IMAGE)
 	@docker run \
 		-i $(RUN_ARGS) \
 		--cidfile $(TEMP)/cid \
 		-v $(CCACHE_DIR_HOST):/root/.ccache \
-		$(CEPH_BUILD_IMAGE)
+		$(CEPH_BUILDER_IMAGE)
 	@docker cp `cat $(TEMP)/cid`:/build/$(CEPH_TARBALL) $(TEMP)/$(CEPH_TARBALL)
 	@docker rm -f `cat $(TEMP)/cid`
 	@docker import $(TEMP)/$(CEPH_TARBALL) $(CEPH_IMAGE)
@@ -85,5 +85,3 @@ ceph:
 	@CID=`docker create $(CEPH_IMAGE) /dev/null` &&\
 	  docker export $$CID > $@ &&\
 	  docker rm -f $$CID
-
-clean: clean.images
\ No newline at end of file
diff --git a/images/cross-build-gnu/Makefile b/images/cross-build-gnu/Makefile
index 7dd6fde17..ee56f3e8a 100644
--- a/images/cross-build-gnu/Makefile
+++ b/images/cross-build-gnu/Makefile
@@ -12,31 +12,19 @@
 # See the License for the specific language governing permissions and
 # limitations under the License.
 
-.PHONY: all build clean
-all: build
-
-# cross-build only supported on amd64
-override GOARCH := amd64
 include ../image.mk
 
-# ====================================================================================
-# Build Options
+IMAGE = $(BUILD_REGISTRY)/cross-build-gnu-$(GOARCH)
+IMAGES := $(IMAGE)
+CACHE_IMAGES = $(IMAGES)
 
-REPO ?= cross-build-gnu
-IMAGE = $(BUILD_REGISTRY)/$(REPO)
 BASEIMAGE = $(BUILD_REGISTRY)/base-$(GOARCH)
 
-# ====================================================================================
-# Build image
-
 TEMP := $(shell mktemp -d)
-CLEAN_IMAGES := $(IMAGE)
 
-build:
+build.images:
 	@echo === docker build $(IMAGE)
 	@cp -a . $(TEMP)
 	@cd $(TEMP) && $(SED_CMD) 's|BASEIMAGE|$(BASEIMAGE)|g' Dockerfile
 	@docker build $(BUILD_ARGS) -t $(IMAGE) $(TEMP)
 	@rm -fr $(TEMP)
-
-clean: clean.images
\ No newline at end of file
diff --git a/images/cross-build-go/Makefile b/images/cross-build-go/Makefile
index faaf2a303..1866e80e7 100644
--- a/images/cross-build-go/Makefile
+++ b/images/cross-build-go/Makefile
@@ -12,31 +12,19 @@
 # See the License for the specific language governing permissions and
 # limitations under the License.
 
-.PHONY: all build clean
-all: build
-
-# cross-build only supported on amd64
-override GOARCH := amd64
 include ../image.mk
 
-# ====================================================================================
-# Build Options
+IMAGE = $(BUILD_REGISTRY)/cross-build-go-$(GOARCH)
+IMAGES := $(IMAGE)
+CACHE_IMAGES = $(IMAGES)
 
-REPO ?= cross-build-go
-IMAGE = $(BUILD_REGISTRY)/$(REPO)
-BASEIMAGE = $(BUILD_REGISTRY)/cross-build-gnu
-
-# ====================================================================================
-# Build image
+BASEIMAGE = $(BUILD_REGISTRY)/cross-build-gnu-$(GOARCH)
 
 TEMP := $(shell mktemp -d)
-CLEAN_IMAGES := $(IMAGE)
 
-build:
+build.images:
 	@echo === docker build $(IMAGE)
 	@cp -a . $(TEMP)
 	@cd $(TEMP) && $(SED_CMD) 's|BASEIMAGE|$(BASEIMAGE)|g' Dockerfile
 	@docker build $(BUILD_ARGS) -t $(IMAGE) $(TEMP)
 	@rm -fr $(TEMP)
-
-clean: clean.images
\ No newline at end of file
diff --git a/images/cross-build/Makefile b/images/cross-build/Makefile
index f96bba9d9..af855fd60 100644
--- a/images/cross-build/Makefile
+++ b/images/cross-build/Makefile
@@ -12,31 +12,19 @@
 # See the License for the specific language governing permissions and
 # limitations under the License.
 
-.PHONY: all build clean
-all: build
-
-# cross-build only supported on amd64
-override GOARCH := amd64
 include ../image.mk
 
-# ====================================================================================
-# Build Options
+IMAGE = $(BUILD_REGISTRY)/cross-build-$(GOARCH)
+IMAGES := $(IMAGE)
+CACHE_IMAGES = $(IMAGES)
 
-REPO ?= cross-build
-IMAGE = $(BUILD_REGISTRY)/$(REPO)
-BASEIMAGE = $(BUILD_REGISTRY)/cross-build-go
-
-# ====================================================================================
-# Build image
+BASEIMAGE = $(BUILD_REGISTRY)/cross-build-go-$(GOARCH)
 
 TEMP := $(shell mktemp -d)
-CLEAN_IMAGES := $(IMAGE)
 
-build:
+build.images:
 	@echo === docker build $(IMAGE)
 	@cp -a . $(TEMP)
 	@cd $(TEMP) && $(SED_CMD) 's|BASEIMAGE|$(BASEIMAGE)|g' Dockerfile
 	@docker build $(BUILD_ARGS) -t $(IMAGE) $(TEMP)
 	@rm -fr $(TEMP)
-
-clean: clean.images
\ No newline at end of file
diff --git a/images/image.mk b/images/image.mk
index 4e8cdff29..95ee90660 100644
--- a/images/image.mk
+++ b/images/image.mk
@@ -16,12 +16,11 @@ SELF_DIR := $(dir $(lastword $(MAKEFILE_LIST)))
 
 include $(SELF_DIR)/../build/makelib/cross.mk
 
-# a registry that is scoped to the local host
-HOSTNAME := $(shell hostname)
-HOST_REGISTRY := host-$(shell echo $(HOSTNAME) | sha256sum | cut -c1-8)
+CACHE_REGISTRY := cache
 
 # a registry that is scoped to the current build tree on this host
 ifeq ($(origin BUILD_REGISTRY), undefined)
+HOSTNAME := $(shell hostname)
 ROOTDIR := $(shell cd $(SELF_DIR)/.. && pwd -P)
 BUILD_REGISTRY := build-$(shell echo $(HOSTNAME)-$(ROOTDIR) | sha256sum | cut -c1-8)
 endif
@@ -84,81 +83,110 @@ export PULL
 
 BUILD_BASE_ARGS += $(BUILD_ARGS)
 
+# =====================================================================================
+# Targets
+#
+.PHONY: all build publish clean
+all: build
+
+build: build.images
+	@$(MAKE) cache.images
+
+push: push.images
+
+clean: clean.build
+
+prune: cache.prune
+
+clean.images:
+	@for i in $(IMAGES); do \
+		if [ -n "$$(docker images -q $$i)" ]; then \
+			for c in $$(docker ps -a -q --no-trunc --filter=ancestor=$$i); do \
+				if [ "$$c" != "$(SELF_CID)" ]; then \
+					echo stopping and removing container $${c} referencing image $$i; \
+					docker stop $${c}; \
+					docker rm $${c}; \
+				fi; \
+			done; \
+			echo cleaning image $$i; \
+			docker rmi $$i > /dev/null 2>&1 || true; \
+		fi; \
+	done
+
+# this will clean everything for this build
+clean.build:
+	@echo === cleaning images for $(BUILD_REGISTRY)
+	@$(MAKE) clean.images IMAGES="$(shell docker images | grep -E '^$(BUILD_REGISTRY)/' | awk '{print $$1":"$$2}')"
+
+# =====================================================================================
+# Caching
+#
+
+# NOTE: in order to reduce built time especially on jenkins, we maintain a cache
+# of already built images. This cache contains images that can be used to help speed
+# future docker build commands using docker's content addressable schemes. And also
+# to avoid running builds like ceph when the contents have not changed.
+# All cached images go in in a 'cache/' local registry and we follow an MRU caching
+# policy -- keeping images that have been referenced around and evicting images
+# that have to been referenced in a while (and according to a policy). Note we can
+# not rely on the image's .CreatedAt date since docker only updates then when the
+# image is created and not referenced. Instead we keep a date in the Tag.
+
 # prune images that are at least this many hours old
 PRUNE_HOURS ?= 48
 
 # prune keeps at least this many images regardless of how old they are
-PRUNE_KEEP_CACHED ?= 24
-PRUNE_KEEP_ORPHANS ?= 24
+PRUNE_KEEP ?= 24
 
-CLEANUP_DATE := $(shell date -u --date="$(PRUNE_HOURS) hours ago" +"%Y-%m-%d %T %z UTC")
+PRUNE_DRYRUN ?= 0
 
-# NOTE: docker rmi removes the last image when untagging. instead we switch the tag
-# to a small dummy orphaning the original image and then call docker rmi. This approach
-# avoids removing the last layer (and having to rebuild it)
+CACHE_DATE_FORMAT := "%Y-%m-%d.%H%M%S.%N"
+CACHE_PRUNE_DATE := $(shell date -u --date="$(PRUNE_HOURS) hours ago" +"$(CACHE_DATE_FORMAT)")
+CACHE_TAG := $(shell date -u +"$(CACHE_DATE_FORMAT)")
 
-DUMMY_IMAGE_BASE ?= tianon/true
-DUMMY_IMAGE ?= $(HOST_REGISTRY)/dummy:latest
+cache.lookup:
+	@IMAGE_NAME=$${LOOKUP_IMAGE#*/} ;\
+	if [ -n "$$(docker images -q $(LOOKUP_IMAGE))" ]; then exit 0; fi; \
+	if [ -z "$$(docker images -q $(CACHE_REGISTRY)/$${IMAGE_NAME})" ]; then \
+		$(MAKE) $(MISS_TARGET); \
+	else \
+		docker tag $$(docker images -q $(CACHE_REGISTRY)/$${IMAGE_NAME}) $(LOOKUP_IMAGE); \
+	fi;
 
-clean.init:
-	@if [ -z "`docker images -q $(DUMMY_IMAGE)`" ]; then \
-		docker pull $(DUMMY_IMAGE_BASE) > /dev/null 2>&1; \
-		docker tag $(DUMMY_IMAGE_BASE) $(DUMMY_IMAGE) > /dev/null 2>&1; \
-		docker rmi $(DUMMY_IMAGE_BASE) > /dev/null 2>&1; \
-	fi
-
-do.orphan: clean.init
-	@for i in $(CLEAN_IMAGES); do \
-		[ "$$i" != "$(DUMMY_IMAGE)" ] || continue; \
-		for c in $$(docker ps -a -q --no-trunc --filter=ancestor=$$i); do \
-			if [ "$$c" != "$(SELF_CID)" ]; then \
-				echo stopping and removing container $${c} referencing image $$i; \
-				docker stop $${c}; \
-				docker rm $${c}; \
-			fi; \
-		done; \
-		echo orphaning image $$i; \
-		docker tag $(DUMMY_IMAGE) $$i > /dev/null 2>&1; \
-		docker rmi $$i > /dev/null 2>&1; \
+cache.images:
+	@for i in $(CACHE_IMAGES); do \
+		IMGID=$$(docker images -q $$i); \
+		if [ -n "$$IMGID" ]; then \
+			echo === caching image $$i; \
+			CACHE_IMAGE=$(CACHE_REGISTRY)/$${i#*/}; \
+			docker tag $$i $${CACHE_IMAGE}:$(CACHE_TAG); \
+			for r in $$(docker images --format "{{.ID}}#{{.Repository}}:{{.Tag}}" | grep $$IMGID | grep $(CACHE_REGISTRY)/ | grep -v $${CACHE_IMAGE}:$(CACHE_TAG)); do \
+				docker rmi $${r#*#}; \
+			done; \
+		fi; \
 	done
 
-# this will clean all images in the variable CLEAN_IMAGES
-clean.images: do.clean
-
-# this will clean everything for this build
-clean.build: clean.init
-	@$(MAKE) do.orphan CLEAN_IMAGES="$(shell docker images | grep -E '^$(BUILD_REGISTRY)|$(REGISTRY)/' | awk '{print $$1":"$$2}')"
-
-# this will clean everything for this host regardless of prune policy
-clean.all: clean.init
-	@$(MAKE) do.orphan CLEAN_IMAGES="$(shell docker images | grep -E '^$(BUILD_REGISTRY)|$(HOST_REGISTRY)|$(REGISTRY)/' | awk '{print $$1":"$$2}')"
-
-# prune removes old orphaned images and old cached images
-prune: clean.build
+# prune removes old cached images
+cache.prune:
 	@echo === pruning images older than $(PRUNE_HOURS) hours
-	@echo === keeping a minimum of $(PRUNE_KEEP_ORPHANS) orphaned images and $(PRUNE_KEEP_CACHED) cached images
-	@CLEAN_IMAGES="$(shell docker images --format "{{.CreatedAt}}#{{.Repository}}:{{.Tag}}" \
-		| grep -E '$(HOST_REGISTRY)/' \
-		| grep -v '$(DUMMY_IMAGE)' \
+	@echo === keeping a minimum of $(PRUNE_KEEP) images
+	@EXPIRED=$$(docker images --format "{{.Tag}}#{{.Repository}}:{{.Tag}}" \
+		| grep -E '$(CACHE_REGISTRY)/' \
 		| sort -r \
-		| awk -v i=0 -v cd="$(CLEANUP_DATE)" -F  "#" '{if ($$1 <= cd && i >= $(PRUNE_KEEP_CACHED)) print $$2; i++ }')" &&\
-		$(MAKE) do.orphan CLEAN_IMAGES="$${CLEAN_IMAGES}"
-	@CLEAN_IMAGES="$(shell docker images -q -f dangling=true --format "{{.CreatedAt}}#{{.ID}}" \
-		| sort -r \
-		| awk -v i=0 -v cd="$(CLEANUP_DATE)" -F  "#" '{if ($$1 <= cd && i >= $(PRUNE_KEEP_ORPHANS)) print $$2; i++ }')" &&\
-		for i in $${CLEAN_IMAGES}; do \
-			echo removing orphaned image $$i; \
-			docker rmi $$i > /dev/null 2>&1; \
-		done
-
-prune.all:
+		| awk -v i=0 -v cd="$(CACHE_PRUNE_DATE)" -F  "#" '{if ($$1 <= cd && i >= $(PRUNE_KEEP)) print $$2; i++ }') &&\
+	for i in $$EXPIRED; do \
+		echo removing expired cache image $$i; \
+		[ $(PRUNE_DRYRUN) = 1 ] || docker rmi $$i; \
+	done
 	@for i in $$(docker images -q -f dangling=true); do \
-		echo removing orphaned image $$i; \
+		echo removing danlging image $$i; \
 		docker rmi $$i > /dev/null 2>&1; \
 	done
 
-# nukes all images
-nuke:
+# =====================================================================================
+# Debugging nukes all images
+#
+debug.nuke:
 	@for c in $$(docker ps -a -q --no-trunc); do \
 		if [ "$$c" != "$(SELF_CID)" ]; then \
 			echo stopping and removing container $${c}; \
diff --git a/images/rookd/Dockerfile b/images/rookd/Dockerfile
index 78ffdfd93..9d58ff5bb 100644
--- a/images/rookd/Dockerfile
+++ b/images/rookd/Dockerfile
@@ -14,37 +14,6 @@
 
 FROM BASEIMAGE
 
-ARG EXTRALIBS
-
-# install runtime dependencies for ceph and rookd
-RUN BOOST_VERSION=1.62.0 && \
-    DEBIAN_FRONTEND=noninteractive apt-get update && \
-    DEBIAN_FRONTEND=noninteractive apt-get install -yy -q --no-install-recommends \
-        ca-certificates \
-        libaio1 \
-        libboost-context${BOOST_VERSION} \
-        libboost-coroutine${BOOST_VERSION} \
-        libboost-date-time${BOOST_VERSION} \
-        libboost-iostreams${BOOST_VERSION} \
-        libboost-program-options${BOOST_VERSION} \
-        libboost-python${BOOST_VERSION} \
-        libboost-random${BOOST_VERSION} \
-        libboost-regex${BOOST_VERSION} \
-        libboost-system${BOOST_VERSION} \
-        libboost-thread${BOOST_VERSION} \
-        libcurl3-gnutls \
-        libexpat1 \
-        libibverbs1 \
-        libldap-2.4-2 \
-        libnss3 \
-        libpython2.7 \
-        python-prettytable \
-        python2.7-minimal \
-        ${EXTRALIBS} && \
-    DEBIAN_FRONTEND=noninteractive apt-get upgrade -y && \
-    DEBIAN_FRONTEND=noninteractive apt-get autoremove -y && \
-    DEBIAN_FRONTEND=noninteractive apt-get clean && rm -rf /var/lib/apt/lists/* /tmp/* /var/tmp/*
-
 # add the ceph binaries
 ADD ceph-install.tar /
 
diff --git a/images/rookd/Dockerfile.base b/images/rookd/Dockerfile.base
new file mode 100644
index 000000000..7b6bf7162
--- /dev/null
+++ b/images/rookd/Dockerfile.base
@@ -0,0 +1,46 @@
+# Copyright 2016 The Rook Authors. All rights reserved.
+#
+# 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.
+
+FROM BASEIMAGE
+
+ARG EXTRALIBS
+
+# install runtime dependencies for ceph and rookd
+RUN BOOST_VERSION=1.62.0 && \
+    DEBIAN_FRONTEND=noninteractive apt-get update && \
+    DEBIAN_FRONTEND=noninteractive apt-get install -yy -q --no-install-recommends \
+        ca-certificates \
+        libaio1 \
+        libboost-context${BOOST_VERSION} \
+        libboost-coroutine${BOOST_VERSION} \
+        libboost-date-time${BOOST_VERSION} \
+        libboost-iostreams${BOOST_VERSION} \
+        libboost-program-options${BOOST_VERSION} \
+        libboost-python${BOOST_VERSION} \
+        libboost-random${BOOST_VERSION} \
+        libboost-regex${BOOST_VERSION} \
+        libboost-system${BOOST_VERSION} \
+        libboost-thread${BOOST_VERSION} \
+        libcurl3-gnutls \
+        libexpat1 \
+        libibverbs1 \
+        libldap-2.4-2 \
+        libnss3 \
+        libpython2.7 \
+        python-prettytable \
+        python2.7-minimal \
+        ${EXTRALIBS} && \
+    DEBIAN_FRONTEND=noninteractive apt-get upgrade -y && \
+    DEBIAN_FRONTEND=noninteractive apt-get autoremove -y && \
+    DEBIAN_FRONTEND=noninteractive apt-get clean && rm -rf /var/lib/apt/lists/* /tmp/* /var/tmp/*
diff --git a/images/rookd/Makefile b/images/rookd/Makefile
index 57f69d516..e74049da8 100755
--- a/images/rookd/Makefile
+++ b/images/rookd/Makefile
@@ -12,26 +12,15 @@
 # See the License for the specific language governing permissions and
 # limitations under the License.
 
-.PHONY: all build push
-all: build
-
 include ../image.mk
 
 # ====================================================================================
 # Image Build Options
 
-REPO ?= rookd
-IMAGE = $(REGISTRY)/$(REPO)-$(GOARCH):$(VERSION)
-CLEAN_IMAGES = $(IMAGE)
-
-# ====================================================================================
-# Ceph Build Options
-
-CEPH_BUILD_TYPE ?= release
-CEPH_ALLOCATOR ?= tcmalloc
-
-# ====================================================================================
-# Common Build Settings
+ROOKD_IMAGE = $(BUILD_REGISTRY)/rookd-$(GOARCH)
+ROOKD_BASE_IMAGE = $(BUILD_REGISTRY)/rookd-base-$(GOARCH)
+IMAGES = $(ROOKD_IMAGE) $(ROOKD_BASE_IMAGE)
+CACHE_IMAGES = $(ROOKD_BASE_IMAGE)
 
 BASEIMAGE = $(BUILD_REGISTRY)/base-$(GOARCH)
 
@@ -40,6 +29,9 @@ TEMP := $(shell mktemp -d)
 # ====================================================================================
 # Build Ceph
 
+CEPH_BUILD_TYPE ?= release
+CEPH_ALLOCATOR ?= tcmalloc
+
 ifeq ($(CEPH_ALLOCATOR),tcmalloc)
 EXTRA_LIBS += libgoogle-perftools4
 endif
@@ -54,32 +46,27 @@ CEPH_TARBALL_FILENAME = ceph-install.tar
 CEPH_TARBALL = $(TEMP)/$(CEPH_TARBALL_FILENAME)
 
 $(CEPH_TARBALL):
-	@echo === building ceph for $(IMAGE)
+	@echo === building ceph for $(ROOKD_IMAGE)
 	@$(MAKE) -C ../ceph-build GOARCH=$(GOARCH) CEPH_ALLOCATOR=$(CEPH_ALLOCATOR) CEPH_BUILD_TYPE=$(CEPH_BUILD_TYPE) $(CEPH_TARBALL)
 
 # ====================================================================================
 # Build Rook
 
-ROOKD = $(TEMP)/rookd
-
-$(ROOKD):
-	@echo === building rookd for $(IMAGE)
-	@cp ../../bin/linux_$(GOARCH)/rookd $@
-
-# ====================================================================================
-# Build Final Image
-
-EXISTING_IMAGE_ID := $(shell docker images -q $(IMAGE))
-
-build: $(CEPH_TARBALL) $(ROOKD)
-	@echo === docker build $(IMAGE)
-	@cp Dockerfile $(TEMP)
+rookd-base-image:
+	@echo === docker build $(ROOKD_BASE_IMAGE)
+	@cp Dockerfile.base $(TEMP)/Dockerfile
 	@cd $(TEMP) && $(SED_CMD) 's|BASEIMAGE|$(BASEIMAGE)|g' Dockerfile
-	@docker build $(BUILD_ARGS) --build-arg EXTRALIBS=$(EXTRA_LIBS) -t $(IMAGE) $(TEMP)
-	@docker rmi $(EXISTING_IMAGE_ID) > /dev/null 2>&1 || true
+	@docker build $(BUILD_ARGS) --build-arg EXTRALIBS=$(EXTRA_LIBS) -t $(ROOKD_BASE_IMAGE) $(TEMP)
+
+# since this is a leaf image avoid leaving around a lot of dangling images
+# by removing the last build of the final rookd image
+OLD_IMAGE_ID := $(shell docker images -q $(ROOKD_IMAGE))
+
+build.images: rookd-base-image $(CEPH_TARBALL)
+	@echo === docker build $(ROOKD_IMAGE)
+	@cp Dockerfile $(TEMP)
+	@cp ../../bin/linux_$(GOARCH)/rookd $(TEMP)
+	@cd $(TEMP) && $(SED_CMD) 's|BASEIMAGE|$(ROOKD_BASE_IMAGE)|g' Dockerfile
+	@docker build $(BUILD_ARGS) -t $(ROOKD_IMAGE) $(TEMP)
+	@[ -z "$(OLD_IMAGE_ID)" ] || docker rmi $(OLD_IMAGE_ID)
 	@rm -fr $(TEMP)
-
-push:
-	@docker push $(IMAGE)
-
-clean: clean.images
\ No newline at end of file