TOP 100 MAGAZINE

Lighting the Future:
How Orit Toledano and David Sellam Built a Global Powerhouse in Visual Communication and architectural lighting

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The Spark That Ignited Innovation

 

From the very beginning, Orit Toledano and David Sellam envisioned a company that would push creative and technological boundaries. When they co-founded Media Graph Inc. in the 1990s, the industry lacked proper technology for large-scale textile printing. Instead of being discouraged, they saw opportunity.

 

What began as a pioneering drive to print on fabric, at a time when technology barely existed, quickly evolved into something much greater. David, captivated by the visual texture and sustainability of fabric, modified machines to print on textiles for advertising, while Orit applied her strategic vision, relationship-building skills, and business acumen to establish credibility and market demand.

 

Together, they challenged the limitations of conventional print technology. Standard machines supported only narrow formats and paper substrates, but Orit and David relentlessly explored fabric’s vast potential. Their combined ingenuity and leadership became the driving force behind what would grow into a globally recognized enterprise at the forefront of printing, signage, and architectural lighting innovation.

 

From Printed Fabric to Patented Light

 

As they pioneered new materials and applications, demand grew for illuminated displays. Clients wanted lightboxes with fabric faces that were lightweight, seamless, and easy to install. Existing lighting solutions, bulky, uneven, and inflexible, didn’t meet their standards.

 

This gap in the market led to the birth of TLS (Tension LED System), a proprietary and patented architectural lighting system engineered entirely in-house. After three years of relentless R&D, Orit and David launched TLS to deliver precise, uniform illumination using a unique tension fabric system.

 

TLS eliminated hotspots, integrated seamlessly into structures, and allowed rapid installation, transforming not only how light could be used but setting a new industry standard. Today, TLS is more than a product; it is a category-defining innovation, expanded with custom controllers, static, dynamic, and digital systems, all developed and manufactured internally.

 

A Company Built from the Ground Up

 

With TLS gaining traction, especially among architects and designers, Media Graph matured into a multifaceted operation. Today, the company thrives through three core divisions: Print & Display, TLS Architectural lighting , and Signage.

 

Media Graph is fully integrated. Every element, software, hardware, ERP, printing, lighting, and even custom materials, is handled internally. When off-the-shelf solutions proved inadequate, the team developed its own ERP system in 2015, creating a digital backbone for inventory, order tracking, and client interface, effectively solving the unique complexity of customizable projects.

 

From a modest 3,000 sq. ft. facility and a team of just five, Media Graph has grown into a 65,000+ sq. ft. global operation with more than 70 employees. Averaging over 10% annual growth, the company has achieved an overall expansion exceeding 2,500%, a testament to its vision and relentless innovation.

 

Media Graph now serves major national accounts and world-renowned leaders across telecom, automotive, luxury retail, and hospitality, with thousands of successful projects completed worldwide.

 

Sustainability and Craftsmanship at the Core

 

From the start, Orit and David made sustainability non-negotiable. Vinyl and solvent-based inks were never an option. Instead, they invested in water-based inks and eco-conscious materials, often choosing longer development cycles over compromising values.

 

Their state-of-the-art equipment, including laser cutters, automated extrusion systems, and large-format printers, supports high-output textile production while maintaining artisan-level detail. With TM’s, patents worldwide and over 70 proprietary frame systems and custom displays, Media Graph combines global-scale capabilities with the agility of a craftsman’s studio.

 

This deep commitment to sustainability and craftsmanship has helped position the company as a trusted partner to industries where visual impact, environmental responsibility, and uncompromising quality intersect.

 

Lighting with Purpose

 

Beyond technology, Orit and David share a belief in the transformative power of light. “Light affects mood, energy, and behavior,” Orit explains. Whether uplifting a pediatric ward, energizing a fitness center, or inspiring creativity in a workspace, their installations are designed to go beyond illumination, they are built to elevate human experience.

 

Today, with partnerships across 80+ agencies worldwide, Media Graph’s TLS lighting solutions are found in airports, commercial centers, healthcare environments, luxury retail, elevated office spaces and event spaces across the globe. Each project is a fusion of art, science, and emotional resonance.

 

The Road Ahead

 

As Media Graph continues to grow, so do its ambitions. With dedicated R&D and marketing teams, more than 30 new patentable products in the pipeline, and a suite of AI-driven lighting technologies, the company remains committed to pushing boundaries in both form and function.

 

Its fully integrated model allows it to move swiftly from concept to execution, design, fabrication, software, and deployment are all handled in-house. This independence is a strategic advantage, enabling Media Graph to adapt quickly to market needs while delivering consistency and quality.

 

“Success isn’t just about what you build,” Orit notes. “It’s about the journey, the people, and the impact you leave behind.”

 

Looking forward, Media Graph plans to expand its global footprint, advance smart technologies, and continue leading innovation in visual environments. For Orit and David, business is also a force for good: through philanthropic initiatives supporting underprivileged youth, education, and community wellness, they remain dedicated to creating not only transformative spaces but lasting social impact.

 

Awards and Accolades

 

Their groundbreaking efforts have not gone unnoticed. Media Graph and TLS have received a host of industry accolades, including:

• LightFair 2023 – Most Innovative Product of the Year (overall)

       + Best of Category: Indoor General Lighting for TLS LumiPano.

• LightFair 2018 – Best Booth (600–800 sq. ft.) awarded to TLS International.

• LightFair 2016 – LFI Innovation Awards (category winner) for the TLS International Tension LED System

• GlobalShop 2015 Best in Show at

• SGIA 2014 – Product of the Year (printing/signage industry).

• SIDIM 2014 – Prix d’Excellence (Booth Design > 400 sq. ft.)

• IIDEXCanada 2014 – Innovation (Innovative Lighting)

• Viscom 2014 – “Best of 2014”

 

Each award reflects not just product excellence, but the vision and perseverance that drive the company forward.

 

Q&A with Orit Toledano and David Sellam

 

What inspired the move from fabric printing to lighting innovation?

 

David: It was really organic. We started with printing because I loved the nature of how fabric looked, softer, more vibrant more chick. But customers began asking, “Can you light this up?” There weren’t good lighting options, and I didn’t like the materials available. That led me to experiment. I modified machines, developed prototypes, and eventually created our own lighting system because nothing else delivered what we needed.

 

TLS is a huge part of your success. What makes it different from other lighting systems?

 

Orit: TLS is precise, flexible, and fully customizable. We developed it to solve problems we saw in the market, such as hotspots, uneven illumination, complicated installation, lightweight. TLS addresses all that while remaining energy efficient. Plus, it's built in-house, so we can tailor it to any architectural concept. It's more than a product; it’s a platform for creative expression.

 

Media Graph builds everything in-house, from hardware to software. Why not outsource?

 

David: Outsourcing might be cheaper, but we lose control. We like challenges, and we want to push limits. Whether it’s a machine, a display system, or a lighting controller, we prefer to build it ourselves so we can innovate without constraints. This allows us to control the quality of our fabrication from A-Z.

 

Tell us more about the impact of lighting in environments like hospitals or workspaces.

 

Orit: Research shows that lighting affects mood, concentration, and emotional well-being. In children’s hospitals, our lighting helps create a more joyful, less clinical environment. In offices, it boosts productivity. Lighting is emotional, it sets the tone for how people feel in a space. That drives us.

 

You’ve received several major awards. Which ones are most meaningful to you?

 

Orit: Each one represents a milestone, but the Lightfair Innovation Award stands out. It was recognition from a top-tier jury that validated our technical efforts and creativity. Still, the real reward is seeing how our work changes spaces and affects people.

 

How does AI play into the future of your product development?

 

David: We're working on dynamic lighting systems, especially for industries like fitness, where movement and atmosphere are key. AI helps us create lighting that reacts, whether it's to music, movement, or mood. It opens a new level of interactivity and personalization.

 

How do you define success in your business?

 

Orit: For us, success isn’t measured by profit margins. It’s about the originality of what we create and the emotional impact of our work. It’s also about our team, many of whom have been with us for years. We’re building something lasting, not just a product, but a culture of innovation.

 

What’s next for Media Graph?

 

David: We’re working on new applications for TLS and integrating more smart technologies. We’re also expanding our global footprint. But above all, we want to keep pushing the envelope, finding new ways to surprise ourselves and our clients.

 

Any advice for entrepreneurs with a passion for innovation?

 

Orit: Be patient. Stay true to your vision, even when the tools don’t exist yet. If you really believe in what you’re building, you’ll find a way to make it happen. And surround yourself with people who share your curiosity and resilience. That’s the foundation of everything we’ve done.

 

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Orit Toledano
Founder and President
Media Graph Inc.
Email: orit@media-graph.com
LinkedIn: https://www.linkedin.com/in/orittoledano/
 

David Sellam
Founder and Head of R&D
Email: dudi@media-graph.com
LinkedIn: https://www.linkedin.com/in/davidsellam/

TLS Architectural Lighting

Website: www.tls-led.com
LinkedIn: https://www.linkedin.com/company/tlsarchitecturallighting
Facebook: https://www.facebook.com/tlsarchitecturallighting/
Instagram: https://www.instagram.com/tls.architectural_lighting/

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Media Graph Inc.

Website: www.media-graph.com
LinkedIn: https://www.linkedin.com/company/media-graph-inc/
Facebook: https://www.facebook.com/mediagraphinc/
Instagram: https://www.instagram.com/mediagraph_inc/

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Print & Displays

LinkedIn: https://www.linkedin.com/company/mgprintdisplays/
Facebook: https://www.facebook.com/mgprintdisplays/
Instagram: https://www.instagram.com/mgprintanddisplays/