diff --git a/wagtail/wagtailimages/urls.py b/wagtail/wagtailimages/urls.py
index a4a3e348ae..84bde6d37f 100644
--- a/wagtail/wagtailimages/urls.py
+++ b/wagtail/wagtailimages/urls.py
@@ -2,8 +2,8 @@ from __future__ import absolute_import, unicode_literals
 
 from django.conf.urls import url
 
-from wagtail.wagtailimages.views import frontend
+from wagtail.wagtailimages.views.serve import serve
 
 urlpatterns = [
-    url(r'^(.*)/(\d*)/(.*)/$', frontend.serve, name='wagtailimages_serve'),
+    url(r'^(.*)/(\d*)/(.*)/$', serve, name='wagtailimages_serve'),
 ]
diff --git a/wagtail/wagtailimages/views/frontend.py b/wagtail/wagtailimages/views/serve.py
similarity index 100%
rename from wagtail/wagtailimages/views/frontend.py
rename to wagtail/wagtailimages/views/serve.py