diff --git a/Makefile b/Makefile
index 3f69a94f..91fc5ebd 100644
--- a/Makefile
+++ b/Makefile
@@ -64,17 +64,17 @@ UPTEST_VERSION = v0.5.0
 # ====================================================================================
 # Setup Images
 
-REGISTRY_ORGS ?= xpkg.upbound.io/upbound
+REGISTRY_ORGS ?= xpkg.upbound.io/crossplane-contrib
 IMAGES = $(PROJECT_NAME)
 -include build/makelib/imagelight.mk
 
 # ====================================================================================
 # Setup XPKG
 
-XPKG_REG_ORGS ?= xpkg.upbound.io/upbound
+XPKG_REG_ORGS ?= xpkg.upbound.io/crossplane-contrib
 # NOTE(hasheddan): skip promoting on xpkg.upbound.io as channel tags are
 # inferred.
-XPKG_REG_ORGS_NO_PROMOTE ?= xpkg.upbound.io/upbound
+XPKG_REG_ORGS_NO_PROMOTE ?= xpkg.upbound.io/crossplane-contrib
 XPKGS = $(PROJECT_NAME)
 -include build/makelib/xpkg.mk