There are lots of ways to customize the look of an app. If you want to go your own way, you're talking about backgrounds and custom UI elements.
To set the background of a UIView, add your artwork to your project and set the backgroundColor of your view. In code:
- (void)viewDidLoad {
self.view.backgroundColor = [[UIColor alloc] initWithPatternImage:[UIImage imageNamed:@"yourImageArtwork"]];
... whatever else you want to do ...
}
As far as custom UI goes, there could be a million different ways to customize it. One simple and pretty efficient way to customize UIButtons was on Jeff LaMarche's website. He's posted some code up that makes it very easy to do gradient buttons.
As you use and learn more of Apple's UI goodies, you'll start to see patterns emerge for things like backgroundColor and will start to see for yourself where customizations can be done.
If you see an app and like something specific about it, I would suggest posting a pic on Stack Overflow and asking "how'd they do that???".
Good luck!