So after learning the tools a bit better and some poking about, I've found... A SCREEN BUFFER, which I can write into. So the setup: I booted the firmware with the boot flag set to 1 (though I don't know if this is necessary) so that I could access the FROMUTILITY menu because I know that it has a command which will draw stuff to the screen, the Update Firmware command causes a bitmap in the rom to be copied onto the screen. After dumping the ram and fiddling with
http://rawpixels.net/ I found the exact address of the display buffer which using gdb I can dump and restore to and from a file so I modified the file to prove it was a display buffer because as soon as that memory is changed, the results display immediately on the screen in qemu. So the screen is at 0x40370000 to 0x403c4600 and it's a 720x480 paletted display buffer. I found 16 colours I can display on it but I presume the palette can changed somewhere because the colours are non standard to EGA/VGA.
I can modify the display buffer at will, in this case I opened it as an 8bit grayscale raw image in photoshop and modified it before saving it and restoring it back to the emulator:

I also found where bitmaps are in the ROM, they're right at the start, stored as half height raw bitmaps which are lined doubled when copied onto the screen. I modified part of one of the bitmaps in the rom to show all the colours (I think):

Another thing I'm curious about is the fact that I actually found more than one buffer in the ram, with different things in them, I've not tried writing into the other buffers yet but here they are as well (ignore the fact that there is a horizontal offset it's just because I got it a bit wrong, but you get the picture):

What should I do next?