This paper extends the literature on materiality, meaning, and multimodality by exploring the meaning potentials of texts as material artifacts. Drawing on publicly available materials produced by the International Council of Museums over twenty years, we investigate how discourse's verbal, visual, and material characteristics interact in producing, reproducing, and stabilizing field-level meanings around digital transformation. We highlight how the verbal, visual, and material are semiotic modes with different meaning potentials realized in the materialization of discourse, showing that texts’ materiality should not be understood only as a medium but as an integral mode in discourses’ configuration. We found that materiality can trigger the emergence and consolidation of meaning by reifying and embodying the message that the visual depicts and evokes and the verbal specifies and argues.