A display apparatus (200; 300) comprising: a substrate (202; 302); a plurality of LEDs (204A; 204B), each LED (204A; 204B; 304A; 304B) having a first side and a second side, each LED (204A; 204B; 304A; 304B) being attached to the substrate (202; 302) via conductive pads on the first side of the LED, and each LED including: a first reflective element (206A; 306A) disposed adjacent the second side of the LED (204A; 204B; 304A; 304B) so as to reflect light primarily in a direction toward the substrate (202; 302), and a second reflective element (206B; 306B) disposed adjacent the first side of the LED (204A; 204B; 304A; 304B) that opposes the second side of the LED (204A; 204B; 304A; 304B), the second reflective element (206B; 306B) disposed so as to reflect light in a direction away from the substrate (202; 302); and a diffuser (208; 308) having light diffusing characteristics aligned with the plurality LEDs (204A; 204B; 304A; 304B) against a surface of the substrate (202; 302), the diffuser (208; 308) aligned so as to nest around at least one LED (204A; 204B; 304A; 304B) of the plurality of LEDs (204A; 204B; 304A; 304B) wherein: a thickness dimension of the diffuser (208; 308) is the same as a height dimension of the plurality of LEDs (204A; 204B; 304A; 304B), respectively; wherein the display apparatus (200; 300) further comprises an optical coupler connected directly between at least one LED (204A; 204B; 304A; 304B) of the plurality of LEDs (204A; 204B; 304A; 304B) and the diffuser (208; 308) so as to optically couple the at least one LED (204A; 204B; 304A; 304B) and the diffuser (208; 308) and diffuse light emissions before they enter the diffuser (208; 308). a substrate (202; 302); a plurality of LEDs (204A; 204B), each LED (204A; 204B; 304A; 304B) having a first side and a second side, each LED (204A; 204B; 304A; 304B) being attached to the substrate (202; 302) via conductive pads on the first side of the LED, and each LED including: a first reflective element (206A; 306A) disposed adjacent the second side of the LED (204A; 204B; 304A; 304B) so as to reflect light primarily in a direction toward the substrate (202; 302), and a second reflective element (206B; 306B) disposed adjacent the first side of the LED (204A; 204B; 304A; 304B) that opposes the second side of the LED (204A; 204B; 304A; 304B), the second reflective element (206B; 306B) disposed so as to reflect light in a direction away from the substrate (202; 302); and a first reflective element (206A; 306A) disposed adjacent the second side of the LED (204A; 204B; 304A; 304B) so as to reflect light primarily in a direction toward the substrate (202; 302), and a second reflective element (206B; 306B) disposed adjacent the first side of the LED (204A; 204B; 304A; 304B) that opposes the second side of the LED (204A; 204B; 304A; 304B), the second reflective element (206B; 306B) disposed so as to reflect light in a direction away from the substrate (202; 302); and a diffuser (208; 308) having light diffusing characteristics aligned with the plurality LEDs (204A; 204B; 304A; 304B) against a surface of the substrate (202; 302), the diffuser (208; 308) aligned so as to nest around at least one LED (204A; 204B; 304A; 304B) of the plurality of LEDs (204A; 204B; 304A; 304B) wherein: a thickness dimension of the diffuser (208; 308) is the same as a height dimension of the plurality of LEDs (204A; 204B; 304A; 304B), respectively; wherein the display apparatus (200; 300) further comprises an optical coupler connected directly between at least one LED (204A; 204B; 304A; 304B) of the plurality of LEDs (204A; 204B; 304A; 304B) and the diffuser (208; 308) so as to optically couple the at least one LED (204A; 204B; 304A; 304B) and the diffuser (208; 308) and diffuse light emissions before they enter the diffuser (208; 308).