That is not even the same hub. Looks nearly identical to the same hub that is coming on the new RaceFace, Giant, etc. wheels. Grab the end cap in the second picture and pull real hard. It should pop right off. From there, grab a 17mm cone or box end wrench, and an 12mm allen. The 12mm allen goes in the end that you pulled the cap off and the wrench the other. As it shows, the wrench side/drive side loosens clockwise. Once that is removed, the freehub body should slide right off.
If you have trouble removing the end cap, I have personally made a set of soft-pliers for jobs like this. Slip-joint pliers dipped in Plasti-Dip at the nose. This will allow you to grab soft aluminum without damaging the material.