diff --git a/Dockerfile b/Dockerfile
index 6a00742f3..721705c2e 100644
--- a/Dockerfile
+++ b/Dockerfile
@@ -1,9 +1,9 @@
 FROM docker.io/openshift/origin-release:golang-1.13 AS builder
 WORKDIR /go/src/github.com/openshift/cincinnati-operator/
 COPY . .
-RUN go build -mod=vendor -o /tmp/build/updateservice-operator github.com/openshift/cincinnati-operator
+RUN go build -mod=vendor -o /tmp/build/update-service-operator github.com/openshift/cincinnati-operator
 
 FROM registry.access.redhat.com/ubi8/ubi-minimal:latest
 
-COPY --from=builder /tmp/build/updateservice-operator /usr/bin/updateservice-operator
-ENTRYPOINT ["/usr/bin/updateservice-operator"]
+COPY --from=builder /tmp/build/update-service-operator /usr/bin/update-service-operator
+ENTRYPOINT ["/usr/bin/update-service-operator"]
diff --git a/Makefile b/Makefile
index 3ab213330..a403a8d2f 100644
--- a/Makefile
+++ b/Makefile
@@ -6,7 +6,11 @@
 	build
 
 SOURCES := $(shell find . -name '*.go' -not -path "*/vendor/*")
-IMG ?= quay.io/updateservice/updateservice-operator:latest
+
+# This is a placeholder for cincinnati-operator image placeholder
+# During development override this when you want to use an specific image
+# Example: IMG ?= quay.io/jottofar/updateservice-operator-index:v1
+IMG ?= controller:latest
 
 clean:
 	@echo "Cleaning previous outputs"
@@ -25,4 +29,4 @@ unit-test:
 	go test -v ./controllers/...
 
 build: $(SOURCES)
-	go build -i -ldflags="-s -w" -mod=vendor -o ./updateservice-operator ./
+	go build -i -ldflags="-s -w" -mod=vendor -o ./update-service-operator ./
diff --git a/PROJECT b/PROJECT
index dce678cb6..da6ea82ec 100644
--- a/PROJECT
+++ b/PROJECT
@@ -6,6 +6,6 @@ resources:
   kind: UpdateService
   version: v1
 version: 3-alpha
-projectName: updateservice-operator
+projectName: update-service-operator
 plugins:
   go.sdk.operatorframework.io/v2-alpha: {}
diff --git a/README.md b/README.md
index 1d71f45fa..f47fd3254 100644
--- a/README.md
+++ b/README.md
@@ -1,4 +1,4 @@
-# updateservice-operator
+# update-service-operator
 
 This operator is developed using the [operator SDK][operator-sdk], version 1.0.0.
 Installation docs are [here][operator-sdk-installation].
@@ -8,14 +8,14 @@ Installation docs are [here][operator-sdk-installation].
 To run locally, you must set the operand image as shown below.
 
 ```
-export OPERAND_IMAGE="quay.io/app-sre/updateservice:2873c6b" 
+export OPERAND_IMAGE="quay.io/app-sre/cincinnati:2873c6b"
 operator-sdk run --local
 ```
 
 ## Using an init container to load graph data
 
 The UpdateService graph data is loaded from an init container. Before deploying 
-the updateservice-operator, you will need to [build and push an init container containing the graph data](docs/graph-data-init-container.md).
+the update-service-operator, you will need to [build and push an init container containing the graph data](docs/graph-data-init-container.md).
 
 ## Deploy operator
 
@@ -23,10 +23,10 @@ the updateservice-operator, you will need to [build and push an init container c
 make deploy
 ```
 
-By default, operator will be deployed using the default operator image `quay.io/updateservice/updateservice-operator:latest`. If you want to override the default operator image with your image, set 
+By default, operator will be deployed using the default operator image `quay.io/updateservice/update-service-operator:latest`. If you want to override the default operator image with your image, set 
 
 ```
-export OPERATOR_IMAGE="your-registry/your-repo/your-updateservice-opertor-image:tag"
+export OPERATOR_IMAGE="your-registry/your-repo/your-update-service-opertor-image:tag"
 ```
 
 ## Run functional tests
diff --git a/config/manager/manager.yaml b/config/manager/manager.yaml
index 54251e76d..a30daaba4 100644
--- a/config/manager/manager.yaml
+++ b/config/manager/manager.yaml
@@ -15,7 +15,7 @@ spec:
       serviceAccountName: updateservice-operator
       containers:
         - name: updateservice-operator
-          image: quay.io/updateservice/updateservice-operator:latest
+          image: controller:latest
           imagePullPolicy: Always
           env:
             - name: WATCH_NAMESPACE
diff --git a/hack/deploy.sh b/hack/deploy.sh
index 19fe0ebae..39a91fd22 100755
--- a/hack/deploy.sh
+++ b/hack/deploy.sh
@@ -2,7 +2,9 @@
 
 set -e
 
-DEFAULT_OPERATOR_IMAGE="quay.io/updateservice/updateservice-operator:latest"
+# DEFAULT_OPERATOR_IMAGE is a placeholder for cincinnati-operator image placeholder
+# During development override this when you want to use an specific image
+DEFAULT_OPERATOR_IMAGE="controller:latest"
 DEFAULT_OPERAND_IMAGE="quay.io/app-sre/cincinnati:2873c6b"
 
 OPERATOR_IMAGE="${OPERATOR_IMAGE:-${DEFAULT_OPERATOR_IMAGE}}"