A Fresh Look for Vermont’s Northeast Kingdom

Embracing the NEK's regional identity with a visual refresh

northeastkingdom.com before

northeastkingdom.com after

If you've explored northeastkingdom.com before for travel inspiration, CowMoo's photo contests, the holiday shopping guide, or just to prove that we really do call soft serve 'creemee', you may look around and notice the website has undergone some recent changes.

The Northeast Kingdom has always had a strong sense of place- well, at least since former Governor of Vermont George D. Aiken's historic 1949 speech coined the term 'Northeast Kingdom'. Sarah Waring, the Executive Director of the Northern Border Regional Commission, reflected on the NEK's distinctive identity at 2025's NEK Together, "...this strong sense of identity is not only a source of pride, but the connective force that underpins the region’s resilience and collective strength."

With this transition away from #getNEKed and fully embracing “Vermont’s Northeast Kingdom” and “Vermont’s NEK,” our regional voice becomes clearer, more recognizable, and easier for both visitors and locals to connect with- whether you're discovering the region for the first time, returning year after year, or a 4th generation Vermonter living here in the Kingdom.

This evolution is also about simplicity and honest reflection. The NEK experience is unique and authentic, we're not known for unnecessary flash! Moving away from “GetNEKed” allows the focus to shift fully onto the place, the people, the stories, and the experiences. It’s not just a visual refresh, but a step toward a more cohesive and timeless presence that better serves travelers, local businesses, and the broader Vermont community.

Don't worry! You can still #getNEKed, but we just can't deny that the Northeast Kingdom already embraces a uniquely strong regional identity- we're the NEK.