Topology and shape optimization techniques have been applied in combination to design a pusher for a crimp machine. Preliminary topology optimization directed us to do sizing optimization. Topology optimization was again applied to a plate version of the pusher to find out the best form of cut out to reduce its weight further. Shape optimization was then used to find the optimum size of this cut out. The results were verified with solid finite element analysis. In conclusion, both weight and stresses have been brought down drastically. Thus the concept of using both topology and shape optimization has been proved to work successfully with pusher design.