MyCellView.m

@implementation MyCellView

- (void)setProfile:(Profile *)p
{
  if (profile)
  {
     [profile removeObserver:self forKeyPath:@"image"];
  }

  if (p)
  {
    profile = p;
    [profile addObserver:self forKeyPath:@"image" options:NSKeyValueObservingOptionNew context:nil];
  }
}

- (void)drawRect:(CGRect)rect
{
   //Draw your stuff here.
}

- (void)dealloc
{
  self.profile = nil;

  [super dealloc];
}

- (void)observeValueForKeyPath:(NSString *)keyPath ofObject:(id)object change:(NSDictionary *)change context:(void *)context
{
  [self setNeedsDisplay];
}