This week, Debbie talks to Natalie Burkinshaw, founder of Crush, a brand and design agency specialising in manufacturing, engineering and tech businesses. After over twenty years in the industry, beset by imposter syndrome, Natalie finally started entering awards in 2025. Within fourteen months she’d won five, including Gold at the Best Business Women Awards.
They discuss how brand strategy has evolved from a “nice to have” into a commercial necessity. We then discover why Natalie’s Chesterfield base hasn’t stopped her landing clients like Ministry of Sound, and how Crush balances AI tools with genuine human creativity and storytelling. She also shares honest reflections on imposter syndrome, growing an eleven-strong team, and her plans to launch two new strategy offerings this year.
A brilliant listen for anyone building a brand with real substance.
About Natalie
Natalie is the founder and owner of CRUSH, a strategic brand design agency based in Chesterfield, Derbyshire. For over 22 years, she has led both the strategic and creative direction of the studio, building a reputation for transforming ambitious B2B businesses in the tech, engineering, and manufacturing sectors into brands that command attention and drive commercial growth.
Under Natalie’s leadership, CRUSH has earned international recognition, including a German Design Award, and has become a trusted partner to clients who value sharp thinking as much as beautiful execution. Her approach blends rigorous brand strategy with distinctive design craft, turning complex technical propositions into clear, confident market positions.
A mother and an active figure in her local and professional community, Natalie combines two decades of agency leadership with a genuine commitment to championing independent creative businesses and the next generation of design talent.
{2:45} What led Natalie to start Crush Design.
{4:06} How the industry has changed over the last twenty years.
{6:15} Why she has focused on specific niches.
{7:45} How Natalie has grown the business significantly over the years.
{9:07} Where did the name Crush come from?
{9:37} Crush’s impressive customer list and why an agency doesn’t have to be based in London.
{12:45} Why Natalie didn’t enter awards for so long, and her strategy once she did.
{16:10} Positive outcomes from winning those awards.
{18:35} Award entries for 2026.
{19:30} Natalie’s advice for building a creative business.
{21:50} How Crush has integrated AI.
{26:00} The plans for the next few years.
Connect with Debbie at: https://thebusinessawardsshow.co.uk
Connect with Natalie: https://www.crush-design.co.uk/
LinkedIn: https://www.linkedin.com/company/crush-design-and-creative-marketing-limited/
Facebook: https://www.facebook.com/crushdesign/
Instagram: https://www.instagram.com/crush_design/
