In the past few decades, multiple airlines have tried to come up with a "livery series" that go far beyond special liveries. Braniff is a primary example, as in the 1970's they debuted the "Flying Colors" campaign, painting planes in different colors each. This ended up being a financial nightmare when it came to paint maintenance.
In 1997, FutureBrand worked with British Airways to unveil the livery which is currently out. The "World Tails" campaign included a different design for each tail that symbolized some part of the world. Which was initially an interesting idea (with some criticism), it turned out to be a financial joke. Estimated 12mil. GBP lost per year alone on the tail design paint maintenance. Another large reason to the demise of "World Tails" was ATC complaining that tails were often unidentifiable as BA planes.
Since 2001, both jetBlue and Frontier have unveiled jets with different tails and colors, creating designs that literally change per every plane and would require selective paint maintenance for each airframe. Despite the financial history of these livery attempts, both jetBlue and Frontier appear to turn in profits, as well as going without any issue from air traffic controllers.
Boeing's recent 777 automated painting system dramatically reduces the time it takes to paint planes as well as cost, but what does this mean for the future of painting planes that have individual schemes? How has jetBlue and Frontier made individual schemes a profitable venture in the 21st century?