The character is George R. R. Martin's
As far as I know... this is the first ever visual depiction of the character!!
Character image for The Bastard of Bolton,
from the Song of Ice and Fire series.
His herald is the flayed man of the Dreadfort.
he's holding up one of the boys' faces.
His armor is made out to look like a Flayed man.
HA! 'Bolton Flaying Kife'...