As SomeOne's latest project for Cancer Research goes live, watch an interview above with co-founder Simon Manchipp where he explains why the studio designs 'BrandWorlds' – rather than the usual set of brand assets like logos – to allow them to adapt to ever-changing needs of companies to communicate to customers across a wide-range of media from print to social.

SomeOne has worked for projects for the likes of Eurostar, Chivas whisky, the Royal Opera House and the Olympics, where the firm designed the pictograms used for each sport. Recent projects include Cancer Research UK's DNA Trail and the identity for the controversial European Games in Baku, Azerbaijan.

For Cancer Research, SomeOne created a helix-shaped sculpture that has been customised by leading artists, designers and architects including Ai WeiWei, Zaha Hadid and Orla Kiely (below). The final pieces can be seen around London, like the elephants, eggs and Gromits before them. Soon they will be auctioned to raise money and awareness for the Francis Crick Institute – a new biomedical research centre by St Pancras Station whose impressive architecture I've seen being constructed from the window next to me over the past year.

The agency is also working on a sub-brand for Cancer Research focussed on children and teenagers.

In the video, Simon (below) discusses the company's overall approach to design and branding. He discusses SomeOne's work on the Cancer Research campaign, how you design branding to able to cope with the digital world we all live in, how he feels about working on projects that might have negative things associated with them (from the Baku Games to alcohol brands) – and reveals a critical benchmark for their work: The Sun Test.