 <p>The issue is that when a UIimageView is subclassed and called from the storyboard a different method is called for the init.</p> <pre><code>-(id)initWithCoder:(NSCoder *)aDecoder { // As the subclassed UIImageView class is called from storyboard the initWithCoder is overwritten instead of init NSLog(@"%s",__PRETTY_FUNCTION__); self = [super initWithCoder:aDecoder]; if (self) { [self setupView]; } return self; } </code></pre> <p>This resolves the issue of the rounded profile view not being called.</p>