In order to customize the look of the user profile especially when you used a content type as the user profile you have to follow some of these steps:
1. Override one or more of the default templates: user-profile.tpl.php, user-profile-category.tpl.php, user-profile-item.tpl.php. This depends on the level of customisation you want to achieve...
2. Override the default node template and create a custom template for the content type that is set as profile.
(http://api.drupal.org/api/drupal/modules--node--node.tpl.php/6) --> you have to rename the file using node-[content_type_name].tpl.php where [content_type_name] is the internal name of the profile content type.