In 2017 a senior executive was having an Italian Ice with his daughter after soccer practice. As he opened the container, a random smiley face appeared on the removed top in pink Italian Ice. This moment gave Darrin some clarity on happiness in life. Partnering with Storyeight Studio, Ignite Happy was born. Ignite Happy is a happiness consulting firm. Storyeight did the brand story-mapping, brand identity and core marketing pieces and the firm is now on its way.