Adrian Steel (adriansteel.com) provides work vehicle solutions for industry experts, such as interior shelving systems for work vans and ladder racks. They also offer a service known as Road-Redi, which is specific to their fleet customers. Road-Redi allows vehicle upfits to be done right in the buyer’s local market using Adrian Steel’s extensive distributor network.
This proposal was one of the several ideas based around the "road" concept and a variation with the tagline was used as a final logo design.