I do think given the nature of Arriva and how it's ran locally & nationally as a business, sticking to a single livery is the best way forward.

But.......perhaps they could take a leaf out of First and maybe create something more local. Maybe bring back 'Northumbria' for the Northumbria operations. The hashtags could even be used as part of the livery rather than just plain Northumbria.

#explorenorthumbria
#discovernorthumbria
#getonboardwithnorthumbria
#connectingnorthumbria