In mid-February I was delighted to see BTY open in Spires Mall, Belfast. I have been developing the BTY brand with owner Rachel McCully for over six months. BTY is an independent cosmetic retailer and they we are passionate about the products they sell, all expertly selected by beauty professionals and makeup artists, who are proud to stand by their quality. 

The BTY name is a play on the word 'beauty' whilst also hinting at the 'BT' postcode used throughout Northern Ireland – an identifier for the geographical area and also the heritage associated with the brand. The brand is minimal, sleek and uses a black and white colour palette throughout its identity, interior design and web presence. 

Paul McNally Design developed all branding, print materials, signage, vinyl graphics, online artwork and also the BTY website. Check out BTY online at