diff --git a/automation/build.sh b/automation/build.sh
index 8cfe7fd4..121138f1 100755
--- a/automation/build.sh
+++ b/automation/build.sh
@@ -9,7 +9,6 @@
 # * TAG: The default will be the current branch name
 # * PUSH_IMAGES
 # * CLEANUP
-# * MIXPANEL_TOKEN: default key to inject in the supervisor image
 # * EXTRA_TAG: when PUSH_IMAGES is true, additional tag to push to the registries
 #
 # Builds the supervisor for the architecture defined by $ARCH.
@@ -45,12 +44,12 @@ if ! [ -x "$(command -v npx)" ]; then
   exit 1
 fi
 
+PROJECT_NAME="${PROJECT_NAME:-${ARCH}-supervisor}"
+SERVICE_NAME="${SERVICE_NAME:-main}"
+
 # This is the supervisor image we will produce
 TARGET_IMAGE=balena/$ARCH-supervisor:$TAG
-TARGET_BUILD_IMAGE=balena/$ARCH-supervisor:$TAG-build
-
 MASTER_IMAGE=balena/$ARCH-supervisor:master
-MASTER_BUILD_IMAGE=balena/$ARCH-supervisor:master-build
 
 CACHE_FROM=""
 function useCache() {
@@ -88,25 +87,50 @@ function processDockerfile() {
 	fi
 }
 
+function deviceType() {
+	case ${ARCH} in
+		aarch64)
+			echo "raspberrypi4-64"
+			;;
+		armv7hf)
+			echo "raspberrypi3"
+			;;
+		rpi)
+			echo "raspberry-pi"
+			;;
+		i386)
+			echo "qemux86"
+			;;
+		amd64)
+			echo "intel-nuc"
+			;;
+		*)
+			echo "unrecognized architecture ${ARCH}"
+			exit 1
+			;;
+	esac
+}
+
 export ARCH
 
 useCache "${TARGET_IMAGE}"
-useCache "${TARGET_BUILD_IMAGE}"
 useCache "${MASTER_IMAGE}"
-useCache "${MASTER_BUILD_IMAGE}"
 
 # Wait for our cache to be downloaded
 wait
 
-BUILD_ARGS="$CACHE_FROM --build-arg ARCH=${ARCH}"
-# Try to build the first stage
-processDockerfile | docker build -f - -t "${TARGET_BUILD_IMAGE}" --target BUILD ${BUILD_ARGS} .
+BUILD_ARGS="$CACHE_FROM --buildArg ARCH=$ARCH"
 
-# Now try to build the final stage
-processDockerfile | docker build -f - -t "${TARGET_IMAGE}" ${BUILD_ARGS} .
+# Make a copy of the file to match the architecture
+processDockerfile > Dockerfile.${ARCH}
+
+# Build the image
+balena build --deviceType $(deviceType) --arch ${ARCH} --dockerfile ./Dockerfile.${ARCH} \
+	--projectName ${PROJECT_NAME} --tag ${TAG} ${BUILD_ARGS}
 
 if [ "${PUSH_IMAGES}" == "true" ]; then
-	retryImagePush "${TARGET_BUILD_IMAGE}" &
+	# Tag the CLI generated image with the target
+	docker tag "${PROJECT_NAME}_${SERVICE_NAME}:${TAG}" ${TARGET_IMAGE}
 	retryImagePush "${TARGET_IMAGE}" &
 
 	if [ -n "${EXTRA_TAG}" ]; then
@@ -121,7 +145,6 @@ wait
 if [ "$CLEANUP" = "true" ]; then
 	docker rmi \
 		"${TARGET_IMAGE}" \
-		"${TARGET_BUILD_IMAGE}" \
-		"${MASTER_IMAGE}" \
-		"${MASTER_BUILD_IMAGE}"
+		"${MASTER_IMAGE}"
 fi
+
diff --git a/circle.yml b/circle.yml
index c8f05cb2..0c9b445e 100644
--- a/circle.yml
+++ b/circle.yml
@@ -8,7 +8,7 @@ defaults: &defaults
         version: 18.09.3
         docker_layer_caching: true
     - run:
-        name: Check docker is running and install git
+        name: Check docker is running and install dependencies
         command: |
           docker info
           apk update && apk upgrade && apk add --no-cache \
@@ -19,9 +19,15 @@ defaults: &defaults
             nodejs \
             nodejs-npm \
             openssh-client
+    - run:
+        name: Install balena CLI and test it
+        command: |
+          apk add --no-cache curl python3 g++ linux-headers && \
+            npm install balena-cli -g --production --unsafe-perm && \
+            balena version -v
     - checkout
     - run:
-        name: Initialize the submodules (yocto layers)
+        name: Initialize the submodules
         command: |
           git submodule update --init --recursive
           git clean -fxd base-image
@@ -43,15 +49,41 @@ defaults: &defaults
           else
             export PUSH_IMAGES=false
           fi
-          # start the build for this architecture
+          if [ "$PRODUCTION_API_TOKEN" != "" ]; then
+            balena login --token $PRODUCTION_API_TOKEN
+            export DEPLOY_TO_PRODUCTION=${DEPLOY_TO_PRODUCTION}
+          else
+            export DEPLOY_TO_PRODUCTION=false
+          fi
+          if [ "$STAGING_API_TOKEN" != "" ]; then
+            export DEPLOY_TO_PRODUCTION=${DEPLOY_TO_STAGING}
+          else
+            export DEPLOY_TO_STAGING=false
+          fi
+          # Create required env vars
           export TAG=$(echo ${CIRCLE_BRANCH} | sed 's/[^a-z0-9A-Z_.-]/-/g')
           export ARCH=${ARCH}
-          bash automation/build.sh
-          if [ "${CIRCLE_BRANCH}" = "master" ] && [ "${DEPLOY_TO_BALENA}" = "true" ]; then
+          export PROJECT_NAME=${ARCH}-supervisor
+          export SERVICE_NAME=main
+          # start the build for this architecture
+          bash -x automation/build.sh
+          if [ "${CIRCLE_BRANCH}" = "master" ] && [ "${DEPLOY_TO_STAGING}" = "true" ]; then
             echo "Deploying to balena API (staging)"
-            ARCH=${ARCH} TAG=$VERSION_TAG API_KEY=$STAGING_API_KEY API_ENDPOINT=$STAGING_API_ENDPOINT node automation/deploy-to-balena-cloud.js
+            BALENARC_BALENA_URL=$STAGING_API_ENDPOINT balena login --token $STAGING_API_TOKEN
+            BALENARC_BALENA_URL=$STAGING_API_ENDPOINT balena deploy ${BALENA_OS_ORG}/${PROJECT_NAME} \
+              --projectName ${PROJECT_NAME} --tag ${TAG} \
+              --release-tag gh_branch ${TAG} version ${VERSION_TAG}
+            # Cleanup credentials just in case
+            rm ~/.balena/token
+          fi
+          if [ "${CIRCLE_BRANCH}" = "master" ] && [ "${DEPLOY_TO_PRODUCTION}" = "true" ]; then
             echo "Deploying to balena API (production)"
-            ARCH=${ARCH} TAG=$VERSION_TAG API_KEY=$PRODUCTION_API_KEY API_ENDPOINT=$PRODUCTION_API_ENDPOINT node automation/deploy-to-balena-cloud.js
+            BALENARC_BALENA_URL=$PRODUCTION_API_ENDPOINT balena login --token $PRODUCTION_API_TOKEN
+            BALENARC_BALENA_URL=$PRODUCTION_API_ENDPOINT balena deploy ${BALENA_OS_ORG}/${PROJECT_NAME} \
+              --projectName ${PROJECT_NAME} --tag ${TAG} \
+              --release-tag gh_branch ${TAG} version ${VERSION_TAG}
+            # Cleanup credentials just in case
+            rm ~/.balena/token
           fi
 
 version: 2
@@ -74,8 +106,8 @@ jobs:
       DOCKER_USERNAME: travisciresin
       ARCH: amd64
       PUSH_IMAGES: 'true'
-      STAGING_API_ENDPOINT: https://api.balena-staging.com
-      PRODUCTION_API_ENDPOINT: https://api.balena-cloud.com
+      STAGING_API_ENDPOINT: balena-staging.com
+      PRODUCTION_API_ENDPOINT: balena-cloud.com
       DEBUG: ''
   amd64:
     <<: *defaults
@@ -83,8 +115,11 @@ jobs:
       DOCKER_USERNAME: travisciresin
       ARCH: amd64
       PUSH_IMAGES: 'true'
-      STAGING_API_ENDPOINT: https://api.balena-staging.com
-      PRODUCTION_API_ENDPOINT: https://api.balena-cloud.com
+      STAGING_API_ENDPOINT: balena-staging.com
+      PRODUCTION_API_ENDPOINT: balena-cloud.com
+      DEPLOY_TO_PRODUCTION: 'false'
+      DEPLOY_TO_STAGING: 'false'
+      BALENA_OS_ORG: 'balena_os'
       DEBUG: ''
   i386:
     <<: *defaults
@@ -92,8 +127,11 @@ jobs:
       DOCKER_USERNAME: travisciresin
       ARCH: i386
       PUSH_IMAGES: 'true'
-      STAGING_API_ENDPOINT: https://api.balena-staging.com
-      PRODUCTION_API_ENDPOINT: https://api.balena-cloud.com
+      STAGING_API_ENDPOINT: balena-staging.com
+      PRODUCTION_API_ENDPOINT: balena-cloud.com
+      DEPLOY_TO_PRODUCTION: 'false'
+      DEPLOY_TO_STAGING: 'false'
+      BALENA_OS_ORG: 'balena_os'
       DEBUG: ''
   armv7hf:
     <<: *defaults
@@ -101,8 +139,11 @@ jobs:
       DOCKER_USERNAME: travisciresin
       ARCH: armv7hf
       PUSH_IMAGES: 'true'
-      STAGING_API_ENDPOINT: https://api.balena-staging.com
-      PRODUCTION_API_ENDPOINT: https://api.balena-cloud.com
+      STAGING_API_ENDPOINT: balena-staging.com
+      PRODUCTION_API_ENDPOINT: balena-cloud.com
+      DEPLOY_TO_PRODUCTION: 'false'
+      DEPLOY_TO_STAGING: 'false'
+      BALENA_OS_ORG: 'balena_os'
       DEBUG: ''
   aarch64:
     <<: *defaults
@@ -110,8 +151,11 @@ jobs:
       DOCKER_USERNAME: travisciresin
       ARCH: aarch64
       PUSH_IMAGES: 'true'
-      STAGING_API_ENDPOINT: https://api.balena-staging.com
-      PRODUCTION_API_ENDPOINT: https://api.balena-cloud.com
+      STAGING_API_ENDPOINT: balena-staging.com
+      PRODUCTION_API_ENDPOINT: balena-cloud.com
+      DEPLOY_TO_PRODUCTION: 'false'
+      DEPLOY_TO_STAGING: 'false'
+      BALENA_OS_ORG: 'balena_os'
       DEBUG: ''
   rpi:
     <<: *defaults
@@ -119,8 +163,11 @@ jobs:
       DOCKER_USERNAME: travisciresin
       ARCH: rpi
       PUSH_IMAGES: 'true'
-      STAGING_API_ENDPOINT: https://api.balena-staging.com
-      PRODUCTION_API_ENDPOINT: https://api.balena-cloud.com
+      STAGING_API_ENDPOINT: balena-staging.com
+      PRODUCTION_API_ENDPOINT: balena-cloud.com
+      DEPLOY_TO_PRODUCTION: 'false'
+      DEPLOY_TO_STAGING: 'false'
+      BALENA_OS_ORG: 'balena_os'
       DEBUG: ''
 
 workflows: