Deploy flow.

deploy:starting    - start a deployment, make sure everything is ready
deploy:started     - started hook (for custom tasks)
deploy:updating    - update server(s) with a new release
deploy:updated     - updated hook
deploy:publishing  - publish the new release
deploy:published   - published hook
deploy:finishing   - finish the deployment, clean up everything
deploy:finished    - finished hook

Rollback flow.

deploy:starting
deploy:started
deploy:reverting           - revert server(s) to previous release
deploy:reverted            - reverted hook
deploy:publishing
deploy:published
deploy:finishing_rollback  - finish the rollback, clean up everything
deploy:finished