Abstract: A display is constructed from translucent fluorescent plastic sheet material providing an ambient light capturing and intensifying light conduit. Area dimensions are selected appropriate to a sign or other display and a thickness is selected for structural support of the display and for capturing, intensifying and conducting ambient light along the thickness of the light conduit to intensify captured light as in a wave guide. A substantially opaque reflective layer is formed on one side of the light conduit. A decorative layer is formed over the reflective layer and is selected to provide a desired sign decor. Grooves are formed in the light conduit through the reflective decorative coating in the pattern of the selected display. The grooves are formed to a depth to intercept light captured in the light conduit. The grooves provide angled surfaces which refract, capture and illuminate light out of the light conduit.