Insider Pages is an online resource to find local businesses, and read or write reviews for the 30–50-year-old suburban or semi-urban female demographic. Shegeek brainstormed concepts to further the brand and site experience. Since the site relies heavily on community participation, Shegeek understood the importance of an emotionally compelling environment and proposed changing the name to "Skinnydip" based on the idea that this was the place to get the "skinny" on a town. With a fun and memorable name, rollout of the brand had huge potential: users could be called "skinny dippers," could "get the skinny" or "take the plunge."
