17 Foundation

Never Give Up - Fighting Spirit

The story of Joan Lascorz.


The 17 Foundation is the initiative born from Joan Lascorz’s accident in 2012. The famous motorbike racer suffered a fall during the official practice rounds of the Superbike World Championships, this left him paralysed, unable to walk again.


The Foundation has been created with the aim of improving the quality of life of patients with paralysis, and to break the barriers of what can be achieved with technology and tenacity.


All began with the design of the sticker in support of Lascorz, using a symbolic shield shape emblazoned with ‘Power for Lascorz’, which has garnered encouragement from all parties. This sticker was used by a lot of riders on their motorcycles and helmets; and a special design was produced for Tom Sykes’s helmet. After that we provided the Foundation with graphic support to create a strong identity.


17 Foundation


SDD Brandcare / Freelance


2013 – 2017


Graphic Designer

Related links

MotoGP 17 Foundation Experience

17F Memory


This is a presentation explaining the origins of the foundation, its mission and values, and the activities they offer so far. This document shows the great initiative of the project, breaking the barriers and stereotypes contaminated by society and its taboos.


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