Work / Raqmna, for farmers
Raqmna, for farmers.
An explainer film for Raqmna, Hassad's digital portal for farmers — a screen-accurate walkthrough of registering, browsing approved products, comparing prices, tracking history and redeeming vouchers.
Raqmna is Hassad's digital front door to the farmer-subsidy marketplace. For it to be used, farmers needed to grasp the whole flow fast — register, browse approved products, compare prices from suppliers, track their purchase history, and redeem vouchers, all tailored to their eligibility.
We made a screen-accurate walkthrough that mirrors the real app, so the film doubles as onboarding.
· The challenge
Turn a portal into a habit.
A marketplace only works if people can navigate it. Farmers needed to see, in one sitting, how to find approved products, compare prices and quantities, and redeem — without reading a manual.
Everything had to feel personal: products and eligibility are tailored to each farmer.
1
Farmer portal
10+
Steps mapped
2026
Launch
AR·EN
Bilingual
· How we built it
Every step, signposted.
01 — Map the flow
Available products → supplier's shop → redeem your voucher; plus tracking purchase history and improving voucher balance — each as a clear, guided beat.
02 — Animate the real UI
We animated the actual Raqmna screens so the walkthrough matches what farmers tap, down to the voucher balance and product cards.
03 — Callouts that guide
Flow diagrams and labelled callouts (compare prices, view approved products, all tailored to your eligibility) carry the eye through every action.
· Client & partners
Made with.
The organisations behind the work.
· Design system
The colours.
The colour language that runs through the animation — sampled straight from the frames.
Deep Rose
Primary
#74022E
Rose
Secondary
#BA869D
Pale Crimson
Accent
#F3EFF0
Charcoal
Ground
#5D5D5E
· From the film
The farmer journey.
Browse, compare, and redeem — tailored to each farmer's eligibility.
· Next project
Raqmna, for suppliers. →
Launching a platform?
We make onboarding films that get people signed up.
· Related projects
More work from the studio.
Zero landfill, by design. — Hamad International Airport
A sustainability animation for Hamad International Airport's zero-landfill commitment — recycling journey, terminal to offset, as one calm visual thread.
A greeting worthy of a nation. — Hamad International Airport
A culturally-grounded Eid Al-Fitr brand film for Hamad International Airport. Unity, gratitude, high-end motion design for LED walls, TV, and social.
Four characters. One brand universe. — Ooredoo
A cast of four brand characters built for Ooredoo Qatar — personality design, rigs, and a story system carrying campaigns across films, social, and onboarding.