I recently stumbled upon this titular statement while browsing a design firm's website, which will remain nameless. The oxymoronic statement says nothing. Specializing is, by definition, the act of becoming an expert in a particular subject of skill. "Specializing in a wide array of work" is therefore, not specializing at all, but actually the exact opposite.
My aim isn't to pick on a particular business, but rather use it as an example of what misguided language can do to an otherwise excellent design firm and how it undermines one's credibility as well as ability to deliver maximum value.
Designers too often come up self-describing statements that sound elegant and distinguished, but most of the time, are buzzword-laden descriptions (dare I say deceptions?) of their firms that ultimately are devoid of all meaning, as their verbiage is so tortured and convoluted that it ends up meaning nothing.
When it comes to client-facing descriptive statements, it's best to keep it simple, or better yet, leave it to professional copywriters and communicators* who understand the language well enough to translate your beautiful, wild, crazy and creative ideas into human-intelligible language, which in turn will keep your would-be clients longer on your website, increasing your chances of making a sale.
Anything else is just whipped cream on a turd. It may look and sound good, but it's still a turd and will taste like shit.
*There are a bajillion of them out there, some good, some bad, but the good ones are worth every penny.
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