Embodiments of the present invention address deficiencies of the art in respect to pattern design and provide a novel and non-obvious method, system and computer program product for self-service creation and deployment of a pattern. In an embodiment of the invention, a method for creating a self-service reusable pattern can be provided. The method can include implementing an arrangement of re-usable assets into a set of self-service application components, extending at least one of self-service application components, and packaging the components for deployment in a target environment. The method further can include determining a target deployment environment and modeling the target environment to receive the deployment of the components. Thereafter, the packaged components can be deployed to a portal server or to a portal test environment.